Is disinformation more likely to spread? A fuzzy-set qualitative comparative analysis of emerging infectious diseases on China's short video platform.

objectivesThis study aimed to develop a model for the dissemination of information on emerging infectious diseases (EIDs) by identifying the specific features of mpox (monkeypox)-related short video content that encourages public sharing.

designThis was an exploratory analysis of the dissemination of information on short video platform.

main outcome measuresFocusing on Douyin (TikTok in mainland China), this study collected data from the top 500 most popular short videos using 'monkeypox' as the keyword from 1 May 2022 to 31 October 2022. Under the guidance of the health belief model, the videos were coded using two sets of conditional variables: information type variables and information content variables. The information type variables distinguish between fact-checking information and disinformation. Regarding information content variables, this study integrated the features of audiovisual media with the needs of the Chinese public, introducing efficacy information. The study then used fuzzy-set qualitative comparative analysis to analyse the correlation and consistency between the video contents and the level of public sharing, which was the outcome variable. Subsequently, a Poisson regression model was estimated to verify their significance on video-sharing volume.

resultsThe results showed that there were three configurations of short video content related to mpox which could trigger a high level of sharing among the general public. It was found that the number of fact-checked cases in the most widely disseminated short videos of mpox was 21.8:1 compared with the number of disinformation cases. Therefore, it can be concluded that fact-checked information was more likely to spread than disinformation in the case of an outbreak of EIDs on China's short video platforms. Based on the analysis of the three configurations, we also found that they separately formed three paths of the short video communication model, and each path had a more significant variable playing a central role. We named each pathway after the core variable: authoritative source path, personal efficacy path and disinformation path.

conclusionsThis study developed a model for information dissemination of EIDs and found that fact-checked content was more likely to spread on Chinese short video platforms instead of disinformation. It also explored public demand for guidance on EIDs precautions.