Analysis of Private Physiotherapy Clinic Web Sites Using a Critical Perspective.

Purpose: The objective of our study was to analyze visual and textual content of private physiotherapy clinic Web sites with a critical analysis framework. Method: We analyzed 43 private physiotherapy clinics' Web sites from all regions of one Canadian province (Quebec). For each Web site, we collected and aggregated the data using a standardized extraction grid to index visual and textual content. We then conducted an analysis of the collected data using the Seven-Step Framework for Critical Analysis proposed by Nixon and colleagues. Results: Most Web sites presented elements related to sports and active lifestyles in their names, logos, or pictures. Persons represented in the Web sites were mainly young, white, and active. Ethnic and body diversity were generally not depicted. Information encompassing manual therapy and sports injuries management largely prevailed. Conclusions: The textual and visual content of private physiotherapy clinic Web sites was not consistent with the physiotherapy community's commitments to upholding equity principles and to serving a wide range of individuals. To fulfill the highest professional and ethical standards, the physiotherapy community should reflect on the representation of physiotherapy services and clients on Web sites to ensure that the trend towards privatization of physiotherapy services does not perpetuate the systems of inequality present in society.