Intergenerational Perspectives on AI-Generated Health Misinformation: A Qualitative Exploration of Visual Framing and Cultural Schemas

In the digital age, artificial intelligence (AI)-generated short videos increasingly package health claims in visually persuasive formats, creating new challenges for public health communication and the dissemination of accurate health information. While institutions strive to improve digital health literacy, research remains limited in explaining intergenerational differences, particularly regarding gerontological vulnerabilities, when health messages employ culturally coded aesthetics. Grounded in visual framing theory and cultural schema theory, this study explores how young and older adults interpret visual and cultural cues when appraising AI-generated health misinformation. During semi-structured interviews, participants evaluated AI-generated health messages presented in two contrasting styles: a Chinese ink-painting style and a computer-generated three-dimensional cartoon style. Findings support a tech-cultural framework integrating technical visual cues and cultural schemas. Among the two sampled cohorts, culturally authoritative visuals were associated with higher perceived legitimacy and lower vigilance, whereas participants differed in the technical visuals they foregrounded when judging credibility. The findings offer intervention advice for improving communication with diverse generational audiences.