Factors Influencing The Communication Effect Of User-made Depression Videos

As a psychological disease with high risk of disability and death,depression has become one of the critical social issues in recent years.More and more users make use of social media for health promotion,which promotes the popularization of knowledge on prevention and treatment of depression,while some unscientific and even extreme views also rapidly spread.Based on the realistic background and on the perspective of health communication,this study used the theories of fear appeals,bystander intervention,social capital,and the methods of content analysis and case analysis,and selected 150 user-made videos on depression from Bilibili Platform from January 2018 to January 2022 by means of intention sampling for effect study.On the basis of previous literature,this study coded the information of the communicator account,and the information of the video content,such as the negative effects of depression,the prevention and treatment of depression,and the belief of rehabilitation,in order to explore the relationship between information strategy and communication effect,reveal the rule of the video on depression,and try to offer the strategy for the health communication activity in the future.This study found that the online social capital of video communicators on social media platforms and the strategies of fear appeal and bystander intervention in video content all had significant predictive effects on communication effect.Among them,the information of the risk of disease,the prevention and treatment of depression,the responsibility of intervention,and the account level of the communicator are the key factors to achieve the ideal communication effect of the video.