HEALTH MISINFORMATION AND THAI COMMUNICATION CULTURE: AN EMPIRICAL ANALYSIS FROM COFACT DATABASE

Abstract

This research article aims to empirically analyze the characteristics, presentation formats, content, cultural mechanisms, and dynamics of health misinformation in Thai society based on the Cofact (Thailand) database, as well as to synthesize the “Thai Health Misinformation Communication Culture Model” for application in building information immunity and formulating health communication policies. A mixed-methods approach was employed to analyze 1,726 cases of health misinformation disseminated between October 2019 and November 2024, utilizing quantitative analysis coupled with qualitative content analysis. The findings revealed that: 1) The majority of health misinformation (97%) appeared in short-text formats designed for rapid sharing and emotional arousal, primarily targeting three information-vulnerable groups: older adults (chronic diseases and herbal remedies), patients with serious illnesses (alternative hope), and health-conscious and beauty-oriented groups (nutrition and weight loss). 2) The content was driven by cultural mechanisms blending folk beliefs, pseudoscientific discourse, relational communication, and the use of fear and hope to establish credibility. 3) Trends in misinformation were directly correlated with social crises, peaking during the COVID-19 pandemic as a mechanism to manage social panic, before declining in the post-crisis period while persisting in nutrition and beauty issues. and 4) The study synthesized the “Thai Health Misinformation Communication Culture Model,” explaining the interaction between temporal dynamics and communication culture dimensions. This model serves as an empirical basis for designing preventive health communication strategies and policies, including building information immunity aligned with the Thai social context at a systemic level.