The suggestive nature of words. Media coverage of homeopathy, acupuncture, reiki and Bach flower remedies in Spanish press 2011-2016.

The maxim of proponents of pseudoscience is to spread ignorance through false perceptions of its scientific status. One of its most attractive - and simultaneously harmful - manifestations is complementary and alternative medicine (CAM). Despite the scientific evidence against them, CAM has taken hold in today's society as a therapeutic model for a growing segment of the population. We analysed 379 articles on homeopathy, acupuncture, reiki and Bach flower remedies published in mainstream Spanish newspapers (El País, El Mundo, La Vanguardia, El Periódico and ABC) for the period 2011-2016, finding that disinformation is participated in actively by the Spanish press. CAM content was detected in these newspapers, together with a lack of an editorial perspective. In most of the cases, the uncritical articles were found in the interpretive genre and the society section. We also characterized the pseudoscientific discourse aimed at the public, finding that it is irrational and fraudulent in sowing fear and distrust regarding science. On the basis of theories invalidated by the scientific method and on appeals to the emotions, pseudoscience not only threatens scientific knowledge, but directly undermines public health by encouraging the abandonment of conventional medicine. In order to remedy this situation, better scientific training, informative screening and editorial commitment is urgently needed in the Spanish press.