Alternative health groups on social media, misinformation, and the (de)stabilization of ontological security

Through 19 semistructured interviews, we explore why people join and participate in “alternative health” Facebook groups and Reddit subs. Participation in these groups creates an ontological circle where people’s feelings of fear, desperation, and distrust in the systems and actors that comprise our government, health, and news systems inspire alternative information and support-seeking in these groups and subs. While participation assuages those feelings and stabilizes people’s sense of ontological security, it also destabilizes it, reinforcing and legitimizing feelings of fear, desperation, and distrust. This circle contributes to favorable receptive conditions for spreading unproven and dangerous health misinformation. We argue that it will be difficult to address misinformation (1) without considering and rectifying people’s often valid reasons for feelings of fear, desperation, distrust, and their desires for information and (2) without considering the relationships between alternative health social media groups and subs and the (de)stabilization of ontological security.