The Use of Message Framing and Storytelling of Weight Loss Influencers on Tiktok Platform
Keywords:
Message Framing, Storytelling, Message Appeal, Weight Loss, Health CommunicationAbstract
This study aims to: 1) examine the use of message framing by weight loss influencers on Tiktok platform, 2) examine the use of storytelling techniques by weight loss influencers on Tiktok platform, and 3) examine audience engagement with weight loss influencers’ short videos on Tiktok platform. This study employed a qualitative research design using content analysis. A purposive sample of 105 TikTok short videos which have at least 500,000 views was selected from three influencer accounts with healthcare professional backgrounds. The videos were published between 2021 and 2024. The findings indicated that 1) gain-framed messages were the most common type of antecedent variation. Regarding the four types of consequence framing, 1.1) long-term consequences were most frequently used in terms of time, 1.2) self-oriented consequences were most frequently used in terms of personal impact, 1.3) promotion-oriented consequences were most frequently used in terms of regulatory focus and 1.4) health consequences were presented more frequently than non-health consequences. 2) In terms of storytelling components, influencers frequently employed 2.1) second-person point of view, 2.2) implicit dramatic questions, 2.3) speak on camera angle, 2.4) sequential moments of change (And, And, And) and 2.5) hope appeals. 3) The findings also revealed that the short video with the highest engagement rate originated from an influencer’s account, which 3.1) exhibited a friendly persona, 3.2) employed a first-person point of view, 3.3) incorporated non-health consequences, 3.4) utilized metaphors and 3.5) collaborated with other creators in content making.
References
กมลทิพย์ รัตนสุวรรณาชัย และคณะ. (2563). การศึกษาสื่อสุขภาพที่เผยแพร่โดยสำนักงานกองทุนสนับสนุนการ สร้างเสริมสุขภาพ (สสส.) ผ่านสื่อออนไลน์. วารสารวิชาการนวัตกรรมสื่อสารสังคม, 8(1), 144–153.
กมลรัตน์ วงษ์รักษา. (2565). วิธีการเล่าเรื่องและการสื่อสารด้วยภาษาภาพยนตร์ในโฆษณาไทยผ่านสื่อออนไลน์ปี พ.ศ. 2560 - พ.ศ. 2562 [วิทยานิพนธ์ปริญญามหาบัณฑิต, มหาวิทยาลัยรังสิต]. คลังทรัพยากรสารสนเทศดิจิทัล มหาวิทยาลัยรังสิต. https://rsuir-library.rsu.ac.th/handle/123456789/1971
ณัฐพล ม่วงทำ. (8 พฤษภาคม 2565). สรุปข้อมูลผู้ใช้งาน TikTok Data Stat & Insight 2022. การตลาดวันละตอน. https://www.everydaymarketing.co/trend-insight/tiktok-data-stat-and-insight-thailand- 2022-we-are-social/
ธิติ พรโกศลสิริเลิศ. (2564). เนื้อหาและการออกแบบสารในการสื่อสารรณรงค์เพื่อสร้างความตระหนักในภาวะออทิซึมผ่านโครงการ See amazing in all children [วิทยานิพนธ์ปริญญามหาบัณฑิต, จุฬาลงกรณ์มหาวิทยาลัย]. Chula Digital Collections. https://digital.car.chula.ac.th/chulaetd/4320
วรทัย ราวินิจ. (2565). การวิเคราะห์เนื้อหาการสื่อสารสุขภาพภายใต้ภาวะวิกฤตเกี่ยวกับโควิด-19 ของกรมควบคุมโรค. วารสารนิเทศศาสตรปริทัศน์, 26(2), 53–65.
วุฒิชัย เอิบอาบ. (2564). การศึกษาประสิทธิผลของการสร้างการมีส่วนร่วมระหว่างแพลตฟอร์มเฟซบุ๊กและอินสตาแกรม กรณีศึกษาร้านชุดนักศึกษาออนซี. [วิทยานิพนธ์ปริญญานิเทศศาสตรมหาบัณฑิต, มหาวิทยาลัยกรุงเทพ]. BU DSpace. http://dspace.bu.ac.th/jspui/handle/123456789/4942
ศรัณย์ โรจนโสทร. (6 กันยายน 2565). รวมสถิติข้อมูลของ TikTok ประจำปี 2022. Thumbsup. https://www.thumbsup.in.th/tiktok-statistics-2022
BrandAgeOnline. (2020, April 18). TikTok ชวนคนไทย #ขยับต้านโรค ฟิตร่างกายให้แข็งแรง. https://www.brandage.com/article/18310/tiktok
Barklamb, K., Oliver, K., Pelly, F., & Slater, G. (2020). Learning the language of social media: A comparison of engagement metrics and social media strategies used by food and nutrition-related social media accounts. Nutrients, 12(9), 1–23. https://doi.org/10.3390/nu12092839
Benjamin, J. (2023, February 16). Dr TikTok? Why younger audiences are turning to influencers for healthcare information. The Media Leader. https://the-media-leader.com/dr-tiktok-why-younger-audiences-are-turning-to-influencers-for-healthcare-information/
Bushak, L. (2022, January 26). TikTok’s top 10 doctor influencers. Medical Marketing and Media. https://www.mmm-online.com/home/channel/tiktoks-top-10-doctor-influencers/
Bushak, L. (2022, November 4). Fact or fiction: 10 health trends making the rounds on TikTok. MM+M. Retrieved [access date], from https://www.mmm-online.com/home/channel/fact-or-fiction-10-health-trends-making-the-rounds-on-tiktok/
Finkler, W., & León, B. (2019). The power of storytelling and video: A visual rhetoric for science communication. JCOM, 18(05), A02. https://doi.org/10.22323/2.18050202
Huang, T., & Grant, W. J. (2020). A good story well told: Storytelling components that impact science video popularity on YouTube. Frontiers in Communication, 5, 581349. https://doi.org/10.3389/fcomm.2020.581349
Hwang, D., So, H., & Khern-am-nuai, W. (2024). Creator collaborations: Impact of collaborative posts on user engagement. ICIS 2024 Proceedings, 17. https://aisel.aisnet.org/icis2024/socmedia_digcollab/socmedia_digcollab/17
Kemp, E., Bui, M., Krishen, A., Homer, P. M., & LaTour, M. S. (2017). Understanding the power of hope and empathy in healthcare marketing. Journal of Consumer Marketing, 34(1), 85–95. https://doi.org/10.1108/JCM-04-2016-1765
Koochana, A. (2023, May 22). Toxic TikTok trends promote harmful stereotypes, lead to negative body image. The Purple Tide. https://chantillynews.org/12484/opinions/toxic-tiktok-trends-promote-harmful-stereotypes-lead-to-negative-body-image/
Landau, M. J., Arndt, J., & Cameron, L. D. (2017). Do metaphors in health messages work? Exploring emotional and cognitive factors. Journal of Experimental Social Psychology, 74, 135–149. https://doi.org/10.1016/j.jesp.2017.09.006
Mavrikova, M., & Jiménez, R. P. (2023). Evaluation of the most liked videos on TikTok: An evaluation instrument development for assessment of a video’s engagement rate and viral potential. Universitat Pompeu Fabra.
Mollen, S., Engelen, S., Kessels, L. T. E., & van den Putte, B. (2017). Short and sweet: The persuasive effects of message framing and temporal context in antismoking warning labels. Journal of Health Communication, 22(1), 20–28. https://doi.org/10.1080/10810730.2016.1247484
O’Keefe, D. J. (2017). Message framing variations in health and risk messaging. In Oxford Research Encyclopedia of Communication. Oxford University Press. https://doi.org/10.1093/acrefore/9780190228613.013.308
Pacorel, J. (2023, February 28). Weight loss drug trend on TikTok worries doctors. MedicalXpress. https://medicalxpress.com/news/2023-02-weight-loss-drug-trend-tiktok.html
Pan, W., Liao, W., Feng, B., & Li, S. (2024). Explaining differences in self-focused and other-involved public health preventive behaviors between the US and China: The role of self-construal and health locus of control. Frontiers in Public Health, 12, Article 1321506. https://doi.org/10.3389/fpubh.2024.1321506
Shimul, A. S., Cheah, I., & Lou, A. J. (2021). Regulatory focus and junk food avoidance: The influence of health consciousness, perceived risk and message framing. Appetite, 166, 105428. https://doi.org/10.1016/j.appet.2021.105428
Sun, S., Zhao, Y., & Meng, Z. (2023). Fear appeal, coping appeal and mobile health technology persuasion: A two-stage scenario-based survey of the elderly. Information Technology & People, 36(2), 362–386.
Unger, F., & Steul-Fischer, M. (2020). The effect of message framing and the presentation of health vs. social consequences on health risk perception. Zeitschrift für die gesamte Versicherungswissenschaft, 109, 399–411. https://doi.org/10.1007/s12297-020-00470-0
Wang, Y., Thier, K., Lee, S., & Nan, X. (2023). Persuasive effects of temporal framing in health messaging: A meta-analysis. Health Communication, 39(3), 563–576. https://doi.org/10.1080/10410236.2023.2175407
Worsdale, A., & Liu, J. (2023). Narrative messages and the use of emotional appeals on endometriosisscreening intention: The mediating role of positive affect. International Journal of Environmental Research and Public Health, 20(1), Article 111.https://doi.org/10.3390/ijerph20136209
Wu, J., Chen, J., Chen, H., Dou, W., & Shao, D. (2019). What to say on social media and how: Effects of communication style and function on online customer engagement in China. Journal of Service Theory and Practice, 29(5/6), 691–707. https://doi.org/10.1108/JSTP-11-2018-0243
Xi, D., Lu, Y., Qiao, D., & Xu, W. (2023). Unveiling the secrets of collaboration on video-sharing platforms. ICIS 2023 Proceedings, 5. https://aisel.aisnet.org/icis2023/socmedia_digcollab/socmedia_digcollab/5
Zhu, C., Xu, X., Zhang, W., Chen, J., & Evans, R. (2020). How health communication via TikTok makes a difference: A content analysis of TikTok accounts run by Chinese provincial health committees. International Journal of Environmental Research and Public Health, 17(1), 192. https://doi.org/10.3390/ijerph17010192
