[Omeo33] Art 0938 - Homeopathy, 2008, 97 (2), 76-82

[Gino Santini]

Medicine, rhetoric and undermining: managing credibility in  
homeopathic practice
C. Campbell

This article examines homeopathic practitioners ‘real life’ accounts,  
and illustrates the ways in which they negotiate their homeopathic  
practices as contingently formulated ongoing social events in research  
interview settings. Interview transcripts were analysed in a  
qualitative framework using discourse analysis. The findings show that  
practitioners construct homeopathy and defend their own individual  
practices either by ‘alignment-with-medicine’ or by ‘boosting-the- 
credibility-of-homeopathy’. Homeopathy is also negotiated and  
sustained as an ‘alternative’ to notions of conventional medicine,  
which is the accepted yardstick for practice or as a practice that is  
portrayed as problematic. Overall, managing personal credibility is  
accomplished through specific ways of accounting that tend to  
marginalise homeopathy. Developing and establishing homeopathic  
practice further as a discipline in its own right is offered as a  
‘nucleus’ to reduce continuing marginalisation.

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