Pediatría y redes sociales: ¿humanización o promoción?

Web 2.0 has reconfigured the context in which doctor-patient interac-tions take place and has fostered new communicative practices to curb hoaxes, share reliable content and show the more personal side of doctors as a step towards the humanisation of medicine and the strengthening of the relationship with the patient or companion, as is the case in paediatrics. We analysed two profiles of paediatricians on Instagram in order to detect the discursive strategies used to create affiliative ties with their followers. The results show that the professionals relate closely and emotionally with the public in order to identify with them and, at the same time, promote and sell their products.