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The American Journal of Family Therapy Volume 50, 2022 - Issue 2
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Articles

Marriage and Family Therapists’ Reporting of Telehealth Use on Practice Websites during COVID-19: A Linguistic Analysis

Thomas Bischoffa Applied Health Sciences, Pfeiffer University, Charlotte, North Carolina, USACorrespondence[email protected]
,
Kevin Hynesb Behavioral Sciences, Purdue University Northwest, Hammond, Indiana, USA
,
Rachel Tamblingc Human Development and Family Studies, University of Connecticut, Storrs, Connecticut, USA
&
Alexia Kingzetteb Behavioral Sciences, Purdue University Northwest, Hammond, Indiana, USA
Pages 159-175 | Received 30 Nov 2020, Accepted 12 Jan 2021, Published online: 28 Jan 2021
 
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Abstract

Clinicians may have to adapt their online marketing and engagement strategies to convey messages regarding COVID-19 and telehealth appointments for current and potential clients. This study reports the results of a linguistic inquiry of ways therapists presented telehealth services, advertised on their professional websites in six cities in the United States, during the COVID-19 global pandemic. Results of the analysis indicated that while MFTs use positive emotional tone in their language, the authenticity scores were poor. Dimensions of Clout and analytical language scored high. This suggests that MFTs use language that is professional, but distant, or inauthentic. Implications are discussed.

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