The pragmatics of online healthcare communication: Politeness strategies in an anxiety and depression support community

Abstract

This article investigates the use of politeness strategies in online peer communication within a support group focused on anxiety and depression. Although health communication has been widely studied across various platforms, the application of (im)politeness theory to health-related Computer-Mediated Communication (CMC) remains relatively unexplored. Using Brown and Levinson's framework alongside the relational work model, the study shows that potentially face-threatening acts such as seeking and offering support or advice are frequently softened through politeness strategies like hedging, indirectness, and claiming common ground. Self-disclosure emerges as a key discursive practice that allows individuals to express vulnerability and request help/advice without overt imposition, while those offering responses often convey empathy and guidance through personal storytelling. Advice is commonly delivered indirectly – using declaratives or interrogatives – even when no explicit request is made, reflecting the importance of relational work in these interactions. Through close analysis of selected forum threads, the study illustrates how participants use brief personal narratives to foster solidarity, express emotional and informational support, and navigate the complexities of advice-giving/seeking in ways that minimise threat to self and others. These findings contribute to ongoing discussions on CMC in healthcare by showing how politeness strategies underpin interactional norms in online mental health communities. By combining linguistic and discourse-pragmatic perspectives, the study highlights the role of language in shaping supportive environments and managing relational dynamics in non-clinical, peer-driven settings.