LAUSR

This article examines how consumerist technology creates new inequalities among patients in healthcare. More specifically, we analyse a communication technology that presents a case of consumerization of patients. Using critical diversity literature, we theorize how consumerism embedded in technology assumes a ‘universal individual’, creating a tension for healthcare professionals between acknowledging differences among patients while aiming for equal treatment of all patients. Based on our empirical analysis of so-called personal online health communities, we explore, at the micro level, how healthcare professionals deal with this tension. We identify four different practices: lacking awareness of differences, downplaying differences, discomfort around acknowledging differences and actively accommodating differences. We theorize how they ultimately all create new inequalities.