Author(s)

Xinyu Zuo ¹, Jingyi He ¹, Wancheng He ¹

Affiliation(s)

¹ Hunan Normal University, Changsha, China

Corresponding Author

Xinyu Zuo

ABSTRACT

In the "Internet +" era, short video social platforms have become an important avenue for promoting traditional Chinese medicine culture. This study focuses on acupuncture and moxibustion short videos on the Douyin platform, grounded in health communication theory. It employs methods such as text analysis, content analysis, and in-depth interviews to explore their health communication approaches and the impact on user cognition and behavior. Through data -driven analysis, it examines the dissemination characteristics and user interaction of acupuncture and moxibustion short videos, highlighting their strengths and weaknesses in health communication and offering optimization strategies. The research shows that acupuncture and moxibustion short videos, through various communication strategies, effectively enhance users health awareness and willingness to act, but also face issues such as information fragmentation and poor content accuracy.

KEYWORDS

TCM acupuncture; short video; health communication; TikTok; user cognition and behavior; data-driven

CITE THIS PAPER

Xinyu Zuo, Jingyi He, Wancheng He, Study on the dissemination path of TCM acupuncture short video based on data-driven approach. Media and Communication Research (2025) Vol. 6: 147-154. DOI: http://dx.doi.org/10.23977/mediacr.2025.060120.

REFERENCES

[1] "Magical Traditional Chinese Medicine" Goes Global with Broadening Horizons [J]. Asia-Pacific Traditional Medicine, 2018, 14(5): 2.
[2] Liu Yuxin. Research on Narrative Subjects of Health Communication in Douyin Short Video Platform [N]. Jiangsu Economic Daily, 2024-10-18(Section T07). DOI:10.28469/n.cnki.njsjj.2024.001085.
[3] Wu Hangxing. The Role Transformation and Governance Innovation of Opinion Leaders in the New Media Context[J]. Journalism and Communication, 2025, (02): 4-6.

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