Social media platforms have become primary channels for health information in the Global South. Using gomutra (cow urine) discourse on YouTube in India as a case study, we present a post-facto Large Language Model (LLM)-assisted discourse analysis of 30 multilingual transcripts showing that promotional content blends sacred traditional language with pseudo-scientific claims in ways that sophisticated debunking content itself mirrors, creating a rhetorical register that LLMs, trained predominantly on Western corpora, are systematically ill-equipped to analyse. Varying prompt tone across three LLMs (GPT-4o, Gemini 2.5 Pro, DeepSeek-V3.1), we find that culturally embedded health misinformation does not look like ordinary misinformation, and this cultural obfuscation extends to gendered rhetoric and prompt design, compounding analytical unreliability. Our findings argue that cultural competency in LLM-assisted discourse analysis cannot be retrofitted through prompt engineering alone.
Health misinformation remains one of the most pressing challenges on social media, particularly when cultural traditions intersect with scientific-sounding claims. These dynamics are not only global but also deeply local, manifesting in culturally specific controversies that require careful analysis. Motivated by this, we examine 100 YouTube transcripts that promote or debunk cow urine (gomutra) as a health remedy, focusing on rhetorical strategies such as appeals to authority, efficacy appeals, and conspiracy framing. We employ large language models (LLMs) including GPT-4, GPT-4o, GPT-4.1, GPT-5, Gemini 2.5 Pro, and Mistral Medium 3 to annotate transcripts using a 14-category taxonomy of persuasive tactics. Our analysis reveals that promoters predominantly rely on efficacy appeals and social proof, while debunkers emphasize authority and rebuttal. Human evaluation of a subset of annotations yielded 90.1% inter-annotator agreement, confirming the reliability of our taxonomy and validation process. This work advances computational methods for misinformation analysis and demonstrates how LLMs can support large-scale studies of cultural discourse online.
Prior clinical psychology research shows that Western individuals with depression tend to report psychological symptoms, while Eastern individuals report somatic ones. We test whether Large Language Models (LLMs), which are increasingly used in mental health, reproduce these cultural patterns by prompting them with Western or Eastern personas. Results show that LLMs largely fail to replicate the patterns when prompted in English, though prompting in major Eastern languages (i.e., Chinese, Japanese, and Hindi) improves alignment in several configurations. Our analysis pinpoints two key reasons for this failure: the models' low sensitivity to cultural personas and a strong, culturally invariant symptom hierarchy that overrides cultural cues. These findings reveal that while prompt language is important, current general-purpose LLMs lack the robust, culture-aware capabilities essential for safe and effective mental health applications.
Open-source LLMs reliably name Zeus, Jupiter, and Thor, but recover their counterparts in less-represented traditions like Finnish, Slavic, Egyptian, or Chinese mythology far less consistently. We ask where inside the model this cultural default is produced. On a parallel cross-cultural substrate of Thompson-motif entities, we instrument 18 open-source LLMs from 8 architecture families with linear probing, logit lens, activation patching, and output extraction. The residual stream cleanly distinguishes cultures, well above a name-string baseline, yet the decoder collapses culturally-specific tokens onto dominant-tradition ones. The failure is at readout, not at representation. Asking the same question in the target culture's native language versus English produces failures that cluster within language but decouple across language: the decoder is gated on prompt language. We release a per-entity (probe, output) decomposition framework, a citation-anchored cross-cultural ground truth, a within- versus cross-mode correlation test for language-conditioned readout, and per-entity predictions for all 18 models.
Iaroslav Chelombitko, Ekaterina Chelombitko, Mika Hämäläinen