Analysis of distribution characteristics of school bullying related contents on the Douyin platform
10.16835/j.cnki.1000-9817.2026213
- VernacularTitle:抖音平台校园欺凌相关发布内容分布特征分析
- Author:
ZHANG Xuyang, TIAN Jiang, CHENG Peixia, WANG Xiaonan, ZHU Huiping
1
Author Information
1. Department of Maternal and Child Health, School of Public Health, Capital Medical University, Beijing 100069, China
- Publication Type:Journal Article
- Keywords:
Violence;
Mental health;
Internet;
Student health services
- From:
Chinese Journal of School Health
2026;47(7):1002-1006
- CountryChina
- Language:Chinese
-
Abstract:
Objective:To analyze the distribution characteristics of school bullying related contents on the Douyin platform, and to provide a scientific basis for the prevention and intervention of school bullying in the online environment.
Methods:Web crawler technology was employed to collect data related to school bullying from Douyin in May 2025, using 21 keywords including "school violence" and "child being beaten". A dataset comprising video titles, publisher types, and interaction metrics was constructed. After manual screening and classification, the content themes, engagement characteristics, and sentiment tendencies of titles were analyzed.
Results:A total of 2 388 valid videos released between January 2019 and May 2025 were included. Physical bullying (767 cases, 32.12%) and verbal bullying (534 cases, 22.36%) were the most common types. Content themes differed significantly across account types ( χ 2=782.85, P <0.01). Official media accounts predominantly focused on case reports ( AR = 14.52 ) and legal updates ( AR =5.49), and social media influencer accounts preferred scenario reenactments ( AR =4.07) and film clips ( AR =3.83), while ordinary users focused on coping strategies ( AR =8.76). Account types had a stronger effect on engagement metrics than content themes (all P <0.01). Sentiment analysis of titles revealed that official media accounts tended toward negative sentiment ( AR = 6.41), social media influencer accounts toward neutral sentiment ( AR =2.47), and ordinary users toward positive sentiment ( AR =4.44). Keyword analysis showed high frequency terms related to responsible parties such as "children" "parents", and "classmates" , while demand oriented words like "how" were prominent.
Conclusions:School bullying related contents on Douyin demonstrate significant dissemination stratification by account type, and the dissemination effect is significantly influenced by the type of content publisher. There is a clear public demand for practical guidance on bullying prevention and intervention strategies.
