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Abstract

Abstract

While trustworthiness has been found to exert a vital influence on the success of an online medical crowdfunding ( ), scarce studies have investigated the concepts and culture of trust in Eastern scenarios like China ( ). This is the first study aiming to discursively analyze how other-justified discourses, i.e., enhancing objectivity and trustworthiness through other people’s comments, contribute to obtaining potential donors’ trust in Chinese online medical crowdfunding encounters. Through the discourse analysis of 496 other-justified comments on fifty pieces of fully-funded online medical crowdfunding projects, it is found that four different types of people (a family member, a person in the same business or occupation, a classmate, a friend) offer evidence through other-justified discourses oriented towards ethos, experience, and emotion. The (five ethic orders) in the acquaintance society is the underlying theoretical rationale that supports the credibility of other-justified discourse, which provides a novel research perspective for the dissemination and transitivity of trust in online medical crowdfunding. The findings serve to offer commenters an array of other-justified orientations and identity choices to engage more prospective backers in a medical donative event. The results highlight that crowdfunders not only need to display a compelling narrative strength but also raise awareness to enhance the trustworthiness of their projects, especially focusing on shreds of evidence provided by a third-person comment.

© 2022 International Pragmatics Association
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/content/journals/10.1075/prag.21067.zha
2023-02-24
2023-03-23

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If I testify about others, my testimony is valid
John Benjamins ; https://doi.org/10.1075/prag.21067.zha
/content/journals/10.1075/prag.21067.zha
/content/journals/10.1075/prag.21067.zha
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  • Article Type: Research Article
Keywords: other-justified discourse ; trustworthiness discourse ; Chinese ; online medical crowdfunding discourse

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