?
Резюме врачей с компетенцией в гомеопатии как средство производства доверия
Homeopathy occupies a paradoxical position in contemporary Russia: while its use is officially permitted and embedded in the system of medical training, it is constantly criticized by representatives of evidence-based medicine and the scientific community. This makes the issue of trust in homeopaths particularly pertinent: how can doctors practicing in a marginalized field convince employers and patients of their competence? This article addresses this question by analysing résumés of homeopathic doctors posted on HH.ru, the largest Russian job-search platform. The empirical basis of the study consists of 270 résumés in which homeopathy was mentioned as part of professional practice. Rather than viewing these texts as 'objective' descriptions of qualifications, we interpret them as outcomes of framing experience and skills — that is, as strategies of self-presentation and impression management. This approach allows us to examine how specialists use digital spaces to foster trust and bolster professional autonomy. The results show that homeopaths’ self-presentation is multilayered. In the more formal sections of résumés, applicants tend to emphasize traditional medical specializations, while homeopathy is mentioned indirectly or in combination with other areas of complementary and alternative medicine. These strategies reflect an attempt to mitigate reputational risk and integrate into the institutionally recognized medical market. Less regulated sections — particularly the 'About Me' field — provide opportunities for more active self-presentation. Here, physicians highlight certificates and membership of professional associations, refer to patient gratitude and long-term relationships, emphasize experience with 'difficult cases' or VIP clients, and include details about personal interests and family background. Thus, résumés serve not only as tools for securing employment, but also as arenas for the symbolic struggle for legitimacy. Through them, homeopaths can demonstrate their ability to either integrate with or distance themselves from biomedicine, affirm their professionalism and seek to build trust on three levels: institutional (via formal markers), organizational (through positioning vis-à-vis clinics and associations) and personal (via individual qualities and values). The analysis shows that trust is not simply assumed, but actively produced and sustained through self-presentation strategies that transform the digital résumé into a vital tool for professional success.