The Health Rumour-Refuting Short Videos on Douyin: A Content and Quality Analysis

Yilian Ma, Arina Anis Azlan

Abstract


Short video platforms such as Douyin have become increasingly important in China as channels for disseminating public health information. However, while these platforms can facilitate the rapid spread of accurate health messages, they also contribute to the viral dissemination of misinformation. In response, many health rumour-refuting videos have been produced to correct misleading claims and promote scientifically validated knowledge. This study conducted a content analysis of 100 health rumour-refuting videos with high user engagement on Douyin, aiming to examine their thematic characteristics, source credibility, and interaction patterns. Videos were categorized by blogger type: doctors, official media, unofficial media, and individual. Moreover, videos were evaluated using DISCERN and GQS instruments to assess the quality and reliability of the content. The descriptive results showed that doctors were responsible for the majority of video production, while official media accounts achieved the highest engagement levels, particularly in terms of likes and comments. Regression analyses further confirmed that videos published by official media and certified doctors attracted significantly more user interaction. The findings suggest that combining professional authority with emotional content may enhance the effectiveness of online health communication. This study provides empirical evidence to guide future digital health strategies. It highlights the need for improved platform governance and collaborative efforts across sectors to counteract the harmful effects of health misinformation online.

 

Keywords: Health rumour-refuting, user engagement, health information, misinformation, social media.

 

https://doi.org/10.17576/JKMJC-2025-4102-15


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