Dharma, Data and Deception: An LLM-Powered Rhetorical Analysis of Cow-Urine Health Claims on YouTube

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.

This paper presents a multi-branch fusion framework for detecting and characterising the propagation of health misinformation in online social networks (OSNs). Grounded in the Elaboration Likelihood Model (ELM) and the Theory of Planned Behaviour (TPB), the model fuses transformer-based semantics with rhetorical cues, stance representations, and psychologically motivated proxies in a unified multi-task architecture. In addition to binary classification, we introduce the Cognitive Propagation Score (CPS), an interpretable post-hoc auxiliary score computed from psychologically motivated, text-derived cues capturing argument complexity, emotional intensity, and content-derived virality potential, to support diffusion-risk reasoning when engagement ground truth is incomplete or unavailable. Experiments on three benchmark datasets, Constraint, COVID--19_FNIR, and Monkeypox, show strong classification performance, achieving ROC--AUC up to 0.9999 on COVID--19_FNIR, while propagation-oriented ranking achieves near-perfect agreement when engagement-derived supervision is available (Monkeypox, Spearman's $ρ= 0.9952$) and similarly high ranking alignment under proxy-based supervision on COVID--19_FNIR ($ρ= 0.9954$). Compared with representative literature baselines, the fusion model improves detection on Constraint and COVID--19_FNIR, while Monkeypox remains more challenging, reflecting domain- and signal-specific differences. Ablation analysis further indicates that psychological and rhetorical branches provide complementary gains beyond semantic embeddings. Overall, the framework bridges cognitive theory and neural modelling to improve transparency and to support scalable misinformation monitoring, with future work required to validate CPS against human-centred diffusion judgements.

Health discourse in social media videos often contains densely entangled claims spanning multiple thematic aspects, stances, evidential frames, and rhetorical functions within short conversational spans. Existing approaches largely rely on coarse topic-level, sentiment-based, or stance-oriented representations that do not adequately capture this structure. Our analysis identifies an average of 13.22 atomic claims per minute, motivating richer claim-level discourse representations. We introduce a structured framework for claim-level discourse analysis in dense health narratives. Our framework models discourse through tuples linking atomic claims with thematic aspects, stance, and multidimensional pragmatic discourse attributes. To support this setting, we construct a benchmark spanning four health domains with 1,191 manually annotated claims from 60 videos. Using this framework, we evaluate automated structured discourse analysis under different discourse context settings. Results show that current LLMs achieve strong performance on thematic categorization and stance prediction, but struggle with high-dimensional pragmatic profiling. We also find that different discourse tasks benefit from different forms of contextual reasoning, suggesting that future systems may require task decomposition and specialized inference strategies.