Uncovering a pseudoscience: an analysis of 'biological dentistry' Instagram posts

• Published in: Acta odontologica Scandinavica Vol. 83; no. 1; pp. 180 - 189
• Main Authors: Jucá, Ana Maria, Santana Jorge, Olivia, Moreira, Yasmin Rosalin, Lotto, Matheus, Sá Menezes, Tamires, Cruvinel, Thiago
• Format: Journal Article
• Language: English
• Published: Sweden MJS Publishing on behalf of Acta Odontologica Scandinavica Society 24.04.2024; Medical Journals Sweden
• Subjects: Communication; Dentistry; eHealth; Humans; misinformation; oral health; pseudoscience; Social Media
• ISSN: 0001-6357; 1502-3850; 1502-3850
• DOI: 10.2340/aos.v83.40486

This infodemiology study aimed to analyze characteristics of English-language Instagram posts on 'Biological Dentistry'. Using CrowdTangle, we analyzed 500 'Biological Dentistry' posts published on Instagram from May 2017 to May 2022. Two researchers assessed each post for facticity, motivation, author's profile, sentiment, and interaction metrics. Statistical analysis was employed to compare interaction metrics between dichotomized categories of posts' characteristics and determine predictors of misinformation and user engagement. Over half of the posts (58.4%) were from health-related authors, and a considerable number contained misinformation (68.2%) or were financially motivated (52%). Sentiment was mostly negative or neutral (59.8%). Misinformation was associated with financial motivation (OR = 2.12) and health-related authors (OR = 5.56), while non-health-related authors' posts associated with higher engagement (OR = 1.98). Reliable content, non-health-related authorship, and positive sentiment were associated with increased user interaction. Misinformation about 'Biological Dentistry' on Instagram is mainly spread by financially incentivized health-related authors. Yet, non-health-related authors' posts resonate more with audiences, highlighting a nuanced relationship between content facticity, authorship, and engagement.