A study on the mechanism of influence of emotional orientation in short-form video content on fertility intentions among young women

Short-form video platforms like Douyin, Kuaishou, and Xiaohongshu have become important platforms for young people today to get information and shape their values. With low birth rates in society, it is worth studying how the content on these platforms affects women's willingness to have children. This influence is not simple or one-way. It is a complex process involving their thoughts and feelings, shaped in different ways. Therefore, this study uses a questionnaire survey to investigate the mechanism of this influence among women aged 20 to 30 who are active users of short-form video platforms. The results indicate that content related to childbirth risks and economic pressure shows a more significant association with fertility intentions. Consequently, this paper proposes recommendations for short-form video platforms, including optimizing recommendation algorithms and standardizing content moderation. This study provides a basis for understanding the correlation between new media content and fertility decision-making and offers empirical data to support future research and development.