Health information dynamics and audience responses to avian influenza on YouTube: Implications for digital public health communication

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ID: 316866
2026
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Abstract
Abstract Effective management of infectious disease relies not only on biomedical interventions but also on the circulation and interpretation of health-related information. Narratives, whether accurate or misleading, influence public perceptions, adherence to protective measures, and policy debates, as illustrated during COVID-19, measles resurgences, and vaccine controversies. YouTube, as a global platform combining an information repository and interactive discussion space, exerts persuasive influence through its audiovisual formats. Avian influenza, a recurrent zoonotic threat with episodic media attention, provides a valuable case for analyzing evolving health narratives. We analyzed 11,465 YouTube videos and associated comments related to avian influenza published between 2020 and 2025. Thematic structures were identified using an MPNet-based topic modeling approach, and sentiment analysis was conducted with XLM-RoBERTa to assess emotional tone across content and audience interactions. Temporal patterns of narrative clusters were also examined. Video content predominantly conveyed factual health information aligned with epidemiological updates and preventive measures. In contrast, user comments displayed substantial interpretive activity, including contestation, speculation, and the adoption of controversial frames concerning virus origins, institutional trust, public health interventions, and alternative treatments. These discussions were characterized by predominantly negative sentiment, indicating that audiences frequently recontextualize online information, potentially fostering ambiguity and misinformation. YouTube serves as both a disseminator of factual health information and a forum for audience reinterpretation, highlighting the platform’s dual role in digital health communication. Understanding these dynamics is crucial for public health authorities seeking to design interventions that mitigate misinformation and promote effective protective behaviors during emerging infectious disease threats.
Reference Key
openalex_W7164154155 Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Lisa Vors, Israa Farouk, Paul Delon, Didier Raboisson, Jean-Christophe Boucher, Guillaume Lhermie
Journal PNAS nexus
Year 2026
DOI
10.1093/pnasnexus/pgag209
URL
https://doi.org/10.1093/pnasnexus/pgag209
Keywords Keywords not found

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