数智时代医生健康科普

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对话|流量面前,医疗科普短视频的“热”与“乱”
Xin Lang Cai Jing· 2025-06-14 23:29
Core Insights - The report titled "Evaluation Report on Health Science Popularization by Chinese Doctors in the Digital Intelligence Era" aims to analyze the current state, characteristics, value, and risks of health science short videos produced by doctors in China [1][3] Group 1: Research Background and Objectives - The research was initiated due to the high engagement of the public with health science content on short video platforms, with 92.1% of 1.074 billion online viewers having accessed such content [3][4] - The study seeks to understand the health topics doctors focus on, their communication styles, audience interaction, and the existing issues in medical science short videos [4][5] Group 2: Findings on Content and Engagement - The analysis covered over 15,000 videos from 14,706 accounts, revealing that 22.4% of these accounts have over 100,000 followers, and 3.9% have over 1 million followers [5] - Topics related to lung health, such as lung nodules and lung cancer, emerged as "traffic centers" due to their relevance to public health concerns, with lung cancer being the most prevalent and deadly cancer in China [6][7] Group 3: Issues Identified in Medical Science Videos - The content of medical science videos shows a tendency towards homogenization and template-based approaches, lacking differentiation for various audiences [7][8] - Some accounts have deviated from professional medical science communication, resorting to sensationalism and lowbrow content to attract views, blurring the lines between medical knowledge and entertainment [8][9] Group 4: Impact of AI Technology - AI has empowered health science communication but has also introduced challenges such as the "uncanny valley effect," where AI-generated content may appear unnatural [9][10] - The use of AI to create misleading identities or sensational stories poses ethical risks and undermines trust in medical information [10] Group 5: Recommendations for Improvement - To enhance the quality of health science videos, a collaborative approach involving doctors of various specialties and age groups is recommended, moving beyond repetitive health knowledge to inspire personal health decisions [9][11] - Platforms should implement a management mechanism for health science topics, monitor content, and establish a multi-layered review system to filter out low-quality or misleading content [11][12]