ABSTRACT

This study explores the multimodal and intertextual dynamics of health-related videos on Douyin (TikTok in international markets), emphasizing their role in enhancing health knowledge dissemination. Using a comprehensive multimodal analysis framework, the research investigates linguistic, visual, and auditory modalities, alongside intertextual elements such as textual references, cultural references, and intermedia influences. Data from Douyin videos posted between 2023 and 2024 were analyzed through qualitative content analysis to identify patterns in meaning-making. Results highlight that content creators combine diverse modes of communication—engaging visuals, annotated text, background music, and explanatory narration—to make complex health information more accessible, engaging, and relatable. Intertextual references, including citations from medical research and cultural elements, further enhance credibility and audience engagement. This interplay reflects broader societal attitudes and evolving health communication trends in China’s digital landscape. The findings provide actionable insights for public health practitioners, educators, and content creators, offering strategies to optimize health messaging for better audience understanding and engagement. The study underscores the importance of leveraging multimodal and intertextual elements to foster health literacy and influence positive health behaviors on platforms like Douyin.

Keywords: digital health communication, Douyin (TikTok), multimodal analysis, intertextuality, health knowledge dissemination
https://doi.org/10.57180/llaw7591