A study on media characteristics and communication effects of wild mushroom poisoning short videos on Douyin platform

ObjectiveTo analyze the media characteristics and communication effects of wild mushroom poisoning short videos on Douyin platform， providing scientific evidence for health content governance on short video platforms and wild mushroom poisoning prevention.MethodsPython was used to collect 200 wild mushroom poisoning-related short videos and 200 related comments from Douyin platform for content analysis and one-way ANOVA.ResultsRegarding source types， self-media dominated （58.16%）， while government institutions accounted for only 1.02%. In terms of video framing， entertainment framing accounted for 78.35%， while health education framing accounted for 18.56%. In comment analysis， joking attitudes accounted for 51.76%， insufficient risk perception accounted for 50%， cognitive errors accounted for 22%， and 39.7% of comments showed consumption tendencies. One-way ANOVA revealed that source type （F=3.456， P=0.032） and risk presentation （F=4.123， P=0.021） had significant effects on communication outcomes.ConclusionWild mushroom poisoning short videos on Douyin platform exhibit obvious entertainment tendencies， with severely insufficient authoritative sources and evident public risk perception bias. There is an urgent need to strengthen content governance on short video platforms， optimize algorithmic recommendation mechanisms， authoritative institutions must also innovate health communication approaches， effectively strengthening public health literacy and reducing the risk of wild mushroom poisoning.