The Triumph of Substance: Decoding the "Functional Infotainment" Model for Sex Education on Douyin.

Abstract

Objective: In the digital age, short-video platforms are key channels for adolescents' sex education, yet content strategies and their effects remain unclear. This study analyzes Douyin using an integrated source-content-effect framework, identifies infotainment strategies by creator type, and examines their impact on interaction and topic engagement.

Methods: Quantitative content analysis of 465 sex-education videos. Content was coded on informational and entertainment value. Four information-entertainment combinations were tested. Engagement outcomes (likes, comments, favorites, shares) were modeled with negative binomial regression; the likelihood that comments were sex-education-related was modeled with logistic regression. Creator type (medical professionals vs. individual creators) entered as a covariate.

Results: A functional-infotainment pattern emerged. High information-high entertainment performed best across all interaction metrics. Low information-high entertainment (pure entertainment) performed worst, significantly suppressing deeper engagement and topical discussion. Medical professionals emphasized medicalized, low-risk knowledge; individual creators covered more diverse topics yet likewise avoided sensitive issues.

Conclusions: Under algorithmic incentives and cultural norms, Douyin's sex-education content is not entertainment-first. Dissemination is driven by information-rich content delivered through a functional-infotainment model. Findings refine infotainment theory and offer data-driven guidance: prioritize informational value while pairing it with engaging forms (creators), support high-information content and proactive governance (platforms), and inform education policy.