Credibility Construction on Medical Doctors’ Profiles on Facebook

<ns3:p>The paper discusses credibility construction on medical doctors’ profiles on Facebook. Based on previous conceptualizations of credibility and classifications of discursive credibility construction strategies, the article examines resources used to enhance credibility employed by medical professionals in their updates in the above-mentioned social medium. The material for the analysis involves posts from public profiles of five Polish orthopaedic surgeons. The study demonstrates that a range of resources is employed in the establishment of credibility in this digital setting. The paper discusses such strategies as attention getting, constructing an expert persona, providing evidence, framing, and engaging the audience.</ns3:p>