In the digital age, the increasing levels of false information on social media platforms has made it more challenging for users to determine which sources are credible. This study aims to explore the formation of cognitive authorities through multimodal communication on the social media plattform TikTok, with a specific focus on weight-related content. Cognitive authority refers to the perceived credibility of information sources, influenced by various factors beyond the actual veracity of it.

This study includes a qualitative research strategy, using a multimodal analysis to examine how different modalities, such as text, speech, images, and body language contribute to the formation of cognitive authorities. Five TikTok posts were randomly selected and analyzed to identify the modalities used and how they act to create cognitive authority. 

The findings reveal that cognitive authorities are formed through a combination of modalities. Body language and emotional expressions were found to be crucial in conveying attitudes and building trust. Speech and text were essential for constructing arguments, giving detailed explanations, and referencing scientific facts and statistics. Visual elements, such as images and graphics, were used to illustrate information.

The study concludes that the use of multimodal elements significantly increases the engagement and considered credibility of weight-related content on TikTok. By combining these modalities, content creators can create more trustworthy presentations, which can have a substantial impact on how users perceive and act upon the information. The research highlights the importance of understanding the role of multimodal communication in shaping cognitive authorities.