Take Healing into Our Own Hands: A Content Analysis of Alternative Medicine and Wellness Programs on Netflix

A content analysis of two complementary and alternative medicine (CAM) streaming shows on Netflix is presented. This qualitative analysis of the two interview-style shows reveals the influence of political beliefs in support of CAM and wellness lifestyles. Subjects in both television shows used the language of neoliberalism to describe their desires for and qualms with existing healthcare. The advantage of CAM and wellness lifestyles originated from its comparative emphasis on personal choice and market solutions to standard medicine. Finally, it is discussed how these political undercurrents can be leveraged to improve the outcome of education campaigns.