If I testify about others, my testimony is valid
A study of other-justified discourses in Chinese online medical crowdfunding
While trustworthiness has been found to exert a vital influence on the success of an online medical crowdfunding
(
Ba et al. 2021), scarce studies have investigated the concepts and culture of
trust in Eastern scenarios like China (
Wang 2020). 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
Wu-Lun (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.
Article outline
- 1.Introduction
- 2.Research background
- 2.1The scenarios of online medical crowdfunding
- 2.2Evidentiality, trust, and other-justified discourses
- 3.Research method
- 3.1Data collection
- 3.2Data analysis
- 4.Findings
- 4.1The orientations of other-justified discourses
- 4.1.1Experience-oriented discourse justified by others
- 4.1.2Emotion-oriented discourse justified by others
- 4.1.3Ethos-oriented discourse justified by others
- 4.2The claimed identities underlying the other-justified discourses
- 4.2.1A family member
- 4.2.2A person in the same business or occupation
- 4.2.3A classmate
- 4.2.4A friend
- 5.Discussion
- 6.Conclusion
- Acknowledgements
- Notes
-
References