Unlocking the potential of social media on food additives for effective science communication

Ultra-processed foods dominate modern diets, often containing numerous additives to enhance flavor, texture, and shelf life. Concerns about the potential health risks of daily or excessive consumption have sparked online discussions. This study analyzed perceptions of food additives on Zhihu, a popular Chinese social platform. The findings revealed no significant difference in attitudes between experts and non-experts (p > 0.05), with experts relying on statistical data and non-experts drawing from personal experiences. An independent t-test indicated no significance in comment engagement (p > 0.05) among them. However, a chi-square test showed that experts were significantly more interactive, frequently replying directly to original posts and commenters (p < 0.05). This suggests that experts actively facilitate discussions, moving away from reliance on influencers and instead prioritizing high-quality, accessible scientific communication. The findings highlight the crucial role of interactive online platforms in bridging the gap between science and the public.