“See How I Did It”: Embodied Health Experiences Shared by Cancer Patients on Douyin

This study analyses the content and strategic features of short videos of embodied health experiences posted by cancer patients on Douyin and examines the audience interactions these videos generate. A content analysis of 525 videos showed that patients posted videos on almost all common types of cancer and that mental health, treatment, and daily life were popular topics. Guided by the health belief model, this study reveals that many videos reflect patients' beliefs about health with a focus on cues to action, self-efficacy, and benefits. Drawing on the theory of rhetorical appeals, this study finds that rational appeals are more common, but emotional appeals generate more audience interaction. According to the motivational theory of role modeling, patients motivate their audience by acting as behavioral models and providing inspiration, although videos that represent possibilities tend to evoke more audience engagement. These results reveal the unique characteristics and value of the embodied experiences of cancer patients and help to reexamine the role that patients play in health communication.