A Twitter campaign against pseudoscience: The sceptical discourse on complementary therapies in Spain

The main objective of this article is to analyse the sceptical movement's discourse on complementary therapies in Spain, as well as comprehend its mobilisation against these therapies. Over the past 2 years, the Spanish sceptical movement, constituted by citizen's associations against unconventional therapies and in favour of evidence-based medicine, has increased its activism which, as a result, is now more familiar to the public. To perform this study, three sources of information were selected: (a) the #StopPseudociencias campaign, with a corpus of 6252 tweets; (b) 153 news articles published during the study timeline and (c) 7 interviews with members of the sceptical movement, journalists and politicians. The results of the content and discourse analyses have shown that the sceptical movement occupies a dominant discursive position on Twitter, while the perspective is more balanced in digital dailies.