The study explores one aspect of non-conventional medical field (Buenos Aires): the social construction of narratives justifying the choice and use of a particular alternative therapy (reflexology) in terms of a reasonable and valid action, beyond alternative notions. The study is based on interpretive and qualitative approach, through in-depth interviews with users of this therapy. The results focus on the centrality of three themes which this narrative of reasonableness arises: (a) the experience of the "significant others", under the rhetoric of recommendation and proof; (b) specific definitions of "medical reality" from which therapy is seen as effective; and (c) one that validates therapy distinguished from other options considered radical otherness. It is proposed that this type of narrative is one of the possible expressions of acculturation and assimilation processes that cross these therapies in Western contexts, enabling acceptance from many sectors of society beyond adherence to alternative belief system.
non-conventional medicine; reflexology; assimilation processes