Accommodative health communication practices in Nigerian social media platforms

With the rise of digital health education, social media platforms have become key channels for medical outreach. This study applies Communication Accommodation Theory (CAT) to examine how Nigerian doctors adapt their communication on TikTok to enhance health literacy and public engagement. Through a textual analysis of influencer videos and comments, the study shows how doctors incorporate accommodative strategies such as reducing jargon, using trends, employing visual storytelling, and incorporating humour. The findings highlight the transformative potential of social media as a medium for providing more relatable approaches to public health dialogue and recommend collaboration between influencers and health authorities.