Background: The ability to communicate and obtain information on social media has led to an increase in sharing health related information, including discussions concerning gut health and conditions like Irritable Bowel Syndrome (IBS). While social media can serve as a tool for sharing health information, it may also spread rumors and trends. This study explores the information shared, strategies to establish credibility and how individuals represent themselves, focusing on gender performance, authority and user types.

Methods: Data was collected from Instagram Graph API and Instaloader library. Data was extracted from IBS related hashtags, resulting in 158 posts, providing information about 150 users who post about IBS. Aristotelian rhetorical theory as an analytic framework was employed to examine the communication of IBS information in the posts, and health advices were identified. Applying gender performance and feminist semiotics, our team examined gender and categorized authority and user type into distinct categories.

Results: In our study of 150 users and 158 posts, the findings exhibited majority feminine expression and were non-health care providers with majority of individual users and organization. Posts highlighted diverse health advices, with focus on establishing credibility.

Conclusions: The study highlights the need for awareness of information shared on social media about IBS, considering both its health benefits and risks. This research provides a unique perspective by examining the users responsible for communicating information. Public health officials can leverage these findings to develop resources and empower influential social media users, promoting the spread of accurate and evidence-based information.