This research adopts Critical Discourse Analysis as a perspective to explore how kindness was expressed and promoted in university communities and city communities from January to March in 2020 when the Covid pandemic broke out in the UK and provide a window on British culture in which kindness was expressed and promoted through discourse. It combines a qualitative method with a corpus-based quantitative method. It is found that kindness was meant for providing support and showing compassion and inclusion to community members and that strategies in lexis, syntax and metaphor can reproduce or resist the expression and promotion of kindness in communities. During the pandemic, the intentional kindness expressed by community authorities was respect of diversity rather than inclusion of different values or ethnicity and no substantial support was provided to vulnerable members even though authorities were trying to impress the public by claiming that they were making constant efforts to support the community. Case studies revealed that we should caution against the use of passivation and the pronouns like they.
The postmodern medical paradigm has empowered online users in the (de)legitimating process of health-related topics. By employing a co-occurrence analysis, this study identifies the thematic patterns used by Romanian online users in their multimodal comments to the #storiesfromvaccination Facebook campaign run by the Romanian government. The findings show that the commenters assessed source credibility through two thematic patterns: 'source exemplarity' and 'source distrust'. Health experts were more legitimized than laypersons and role models as sources in the COVID-19 vaccination campaign. Two thematic patterns emerged in the assessment of vaccination, namely: 'immunization - past and present challenges' and 'vaccination supporter versus opponent cleavage'. In the discussion on immunization, a polarization between a nostalgic longing for the past and a present corrupted medical and political system prevailed, whereas the important feature of discursive antagonism could be observed in the latter thematic pattern. The co-occurrences of (de)legitimation strategies are explained with reference to the political and medical context, along with the challenges of social media usage in online vaccination communication campaigns.