Tiktok et prévention à la santé : évaluation de la crédibilité des informations sur les drogues publiées via Tiktok et de l'influence du niveau d'éducation chez les jeunes adultes (18 à 24 ans)

Details

Supervisors

Nicaise, Pablo

Faculty

Faculté de santé publique

Degree label

Master [120] en sciences de la santé publique, à finalité spécialisée

Abstract

enThe credibility of online information constitutes a major challenge in a digital environment marked by infobesity, disintermediation, and the rapid circulation of emotional content. Young users on TikTok tend to rely on heuristics such as popularity, aesthetic appeal, and perceived authenticity, rather than on analytical standards. The analysis is grounded in two theoretical models: the model proposed by Metzger in 2007 and Sundar's MAIN model in 2008. Education level, linked to digital literacy, represents a key factor. A qualitative method was employed, combining stimulation through observation of a TikTok video and semi-structured interviews with 15 young people aged 18 to 24, coming from different educational backgrounds and classified into three categories (secondary, vocational, higher education). The stimulus video, focused on cannabis, was analyzed using a thematic approach. Data analysis shows that perceived expertise is assessed through appearance and tone, sincerity is based on authenticity and personal testimony, and accuracy is rarely verified. Heuristics specific to TikTok (visual quality, short format, likes, comments, and account notoriety) strongly influence credibility judgments. Participants from higher education levels make greater use of analytical criteria, while those from secondary or vocational levels rely heavily on heuristics. Often, individual experience is considered more reliable than institutional expertise. A tension emerges between perceived authenticity and scientific accuracy. Education level has an impact on the ability to use analytical criteria; however, age and social media expertise seem to play a mitigating role. Among the limitations of this study are the small sample size and the use of a single stimulus. On TikTok, participants' perceptions of credibility are largely based on heuristics, particularly among young people with secondary or vocational education levels. Based on these observations, the implications concern prevention and the creation of institutional content adapted to TikTok's norms.