#ItIsOkayNotToBeOkay: Understanding Content and Effects of Social Media Users Portraying and Discussing Mental Health

Social media have created entirely new information environments in which young people also seek health-related information. Influencers in particular play an important role as a source of health-related information as they typically enjoy high credibility and authenticity among their followers. Moreover, given that influencers provide continuous and frequent updates on various platforms, followers are likely to develop parasocial relationships with them. This novel media environment comes with unique opportunities and challenges. On the one hand, mental health influencers might educate about mental health issues, promote empathy and knowledge, and possibly contribute to stigma reduction of mental illnesses and encourage help-seeking behavior. On the other hand, given the questionable expertise of many mental health influencers, exposure to such content might foster misinformation, trivialization of mental health illnesses, or even problematic imitation effects among vulnerable groups. This project will focus on health influencers on social media and investigate its production, content, and effects on attitudes and behavioral intentions related to mental health. A comprehensive narrative review and meta-analysis will be carried out to provide an overview of the research in this field and to develop an agenda for future research. In addition, a content analysis of the postings of social media influencers will be conducted to systematically investigate the presented coping mechanisms and the predominant media frames. Based on the meta-analysis and the content analysis findings combined, the critical parameters to study possible media effects will be identified. In an experimental study, different media frames will be manipulated to investigate short-term effects. A panel survey will complement the experiment to examine possible long-term consequences of following mental health influencers on social media. In sum, the project aims to advance our theoretical and empirical understanding of how mental health is portrayed on social media among influencers and how these portrayals affect (de)stigmatization processes and help-seeking intentions. Based on the findings of the PhD project, a guideline for influencers will be developed on how to portray and discuss mental health in a helpful and responsible way.