A Study On Social Media Use And Disease Cognition Among Audiences In Inner Mongolia Pastoral Areas

With the integration of the Internet and new media into public life,short videos have become one of the preferred tools for most people to obtain information due to their great advantages of being short,concise,intuitive,and easy to understand.From the perspective of health communication,this study focuses on the audience groups in pastoral areas of Inner Mongolia in the Internet era,and focuses on whether the use of Kwai in pastoral areas of Inner Mongolia will affect their understanding of foot and mouth disease.This research adopts the questionnaire survey method,selects Tongliao City of Inner Mongolia Autonomous Region as the main area for the questionnaire distribution,and takes the audience in pastoral areas of Inner Mongolia who use Kwai as the survey object.A total of 464 questionnaires were collected and analyzed based on the sample characteristics of these questionnaires(audiences from Inner Mongolia pastoral areas who have browsed foot-and-mouth disease science popularization videos).After screening unrelated samples,414 samples were collected,with an effective rate of89%.The study set Kwai use(use intensity,use motivation,use attitude)as independent variable,foot and mouth and disease cognition(symptom recognition,cause cognition,consequence cognition,prevention and treatment cognition)as dependent variable,and content trust as intermediary variable,to explore the relationship between Kwai use and foot and mouth disease cognition of audiences in pastoral areas of Inner Mongolia,and the role of content trust as intermediary factor in it.SPSSAU and AMOS were used for data analysis,model construction,and testing.This study found that there was a significant positive correlation between Kwai use and FMD disease cognition of the audience in pastoral areas of Inner Mongolia.Specifically,there was a significant positive correlation between Kwai use intensity and FMD disease cognition of the audience in pastoral areas of Inner Mongolia.That is,the longer the audience in pastoral areas of Inner Mongolia used Kwai and the more frequently it was used,the more they could clearly recognize FMD disease;There is a significant positive correlation between the Kwai use motivation of the audience in pastoral areas of Inner Mongolia and their cognition of FMD,that is,the stronger the Kwai use motivation of the audience in pastoral areas of Inner Mongolia,the more clear the cognition of FMD.Among them,the ease of use of Kwai itself and the fun of video content greatly promote the audience’s cognition of FMD,which perfectly confirms the essence of education in entertainment education theory;There is a significant positive correlation between the Kwai use attitude of the audience in the pastoral areas of Inner Mongolia and the cognition of foot and mouth disease,that is,the more positive the Kwai use attitude of the audience in the pastoral areas of Inner Mongolia,the more clear the cognition of foot and mouth disease.The test results of mediating effect show that content trust plays a mediating role between the use of Kwai and the cognition of FMD disease in the audience in pastoral areas of Inner Mongolia.This study broadens the theoretical thinking on the use of social media,noting the gaps in research on social media in other types of groups.At the same time,this study extends the research scope of social media and disease cognition to Kwai short videos,proving the positive predictive effect of Kwai use on FMD cognition.Moreover,this study reveals the mediating effect of content trust between Kwai use and FMD cognition,which extends the research on influencing factors of disease cognition to a certain extent.