Author(s)

Hongsheng Xu ^1,2, Yixiao Zhang ¹

Affiliation(s)

¹ School of Journalism and Communication, Beijing Normal University, Beijing, 100875, China
² School of Journalism, Qinghai Normal University, Xining City, Qinghai Province, 810016, China

Corresponding Author

Yixiao Zhang

ABSTRACT

With the rapid development of mobile communication media, internet platforms have become important channels for audiences to acquire information. Among the wide variety of short videos, social rumor-based short videos are relatively more attention-grabbing due to their close relation to daily life. As a result, when such videos contain rumors or misleading information, they inevitably affect the audience's cognition. Whether these videos impact the prosocial tendencies of audiences is a crucial issue. Based on the audience's cognitive process, this paper uses experimental methods to explore whether social rumor-based short videos have a direct impact on prosocial tendencies. The study also examines whether the mediating variables of trust and deliberative thinking influence prosocial tendencies. This research has theoretical and practical significance for addressing the challenges posed by "human-machine collaboration" in content production, AIGC deepfake technologies, and the network governance and influence of AI-generated content on the prosocial tendencies of audiences in the intelligent communication era.

KEYWORDS

Social rumor-based short videos; Prosocial tendencies; Media literacy

CITE THIS PAPER

Hongsheng Xu, Yixiao Zhang, The Impact of Social Rumor-Based Short Videos on Prosocial Tendencies: Viewing Duration, Social Recognition, and Risk Warnings. Media and Communication Research (2025) Vol. 6: 122-129. DOI: http://dx.doi.org/10.23977/mediacr.2025.060116.

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