分析社交媒体健康视频如何用视觉权威包装可信度
Visual Authority and the Rhetoric of Health Misinformation: A Multimodal Analysis of Social Media Videos
- 通过26个维度分析152条短视频的权威信号与叙事策略
- 90%视频由单人出镜，常配图表、证书和科学术语增强可信度
- 科学外观常与恐惧、反主流医学叙事和销售诱导并存
短视频平台是健康建议的重要传播场域，其中主流与非主流观点混杂。本研究聚焦营养与补剂类视频，分析权威信号、叙事手法与商业化之间的互动关系。从TikTok、Instagram和YouTube收集152个公开视频，逐条标注26项特征，涵盖视觉权威、主讲人属性、叙事策略与互动线索。采用自动语音识别、有原则的帧选取及多模态模型构建透明标注流程，人工验证显示高一致性。描述性分析发现：自信的个人出镜（工作室或居家场景）占主导，临床背景罕见。分析表明，标题、幻灯片、图表、证书等权威符号常与专业术语、引用、恐惧情绪、紧迫感、对主流医学的批判及阴谋论共现，同时伴随销售链接与订阅号召。科学视觉元素常与情感化、对立性叙事结合，而非体现审慎态度。
原文摘要 · Abstract (English)
Short form video platforms are central sites for health advice, where alternative narratives mix useful, misleading, and harmful content. Rather than adjudicating truth, this study examines how credibility is packaged in nutrition and supplement videos by analyzing the intersection of authority signals, narrative techniques, and monetization. We assemble a cross platform corpus of 152 public videos from TikTok, Instagram, and YouTube and annotate each on 26 features spanning visual authority, presenter attributes, narrative strategies, and engagement cues. A transparent annotation pipeline integrates automatic speech recognition, principled frame selection, and a multimodal model, with human verification on a stratified subsample showing strong agreement. Descriptively, a confident single presenter in studio or home settings dominates, and clinical contexts are rare. Analytically, authority cues such as titles, slides and charts, and certificates frequently occur with persuasive elements including jargon, references, fear or urgency, critiques of mainstream medicine, and conspiracies, and with monetization including sales links and calls to subscribe. References and science like visuals often travel with emotive and oppositional narratives rather than signaling restraint.
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