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Abstract
This research addresses the topic of mental health stigma, specifically the impact of social
media and diverse racial groups. The context underlines the importance of mental health for
individual and society well-being, emphasizing the increasing prevalence of mental health
issues exacerbated by societal expectations. The research question seeks to identify sociocultural factors that contribute to mental health stigma, understand variations in stigma
perceptions across racial groups, and analyze the impact social media has in stigma reduction.
The research looks at the impact of positive and negative social media interventions on mental
health stigma across African American, Caucasian, and Hispanic populations using a 3 (Race) X 3
(Social Media Post) between subjects factorial design. The implications of this research extend
to policy-level mental health advocacy and a potential increase of more social media activities.
This understanding is important because it allows for more successful approaches to address
the problem of mental health stigma and its impact on certain racial populations.
Social Media Marketing Campaigns to Reduce Mental Health Stigma Across Races
Mental wellness is necessary to navigate life’s challenges, acquire knowledge, and fulfill
essential tasks, contributing to personal and cultural wellbeing (Alexander et al., 2022). In
contemporary society, rising societal expectations and a desire to fit in amplify concerns about
psychological wellbeing, resulting in an increased prevalence of mental health issues (Wu et al.,
2017) depict psychological wellness stigma as the isolation directed at individuals with mental
health conditions by their immediate family and society at large. Recent data from the World
Wellbeing Association (Robinson et al., 2018) underscores the widespread impact of mental
health challenges, revealing over 4.5 million children in the US grappling with anxiety-related
problems. These statistics highlight the critical importance of addressing emotional health in the
United States. Therefore, the purpose of this study is to understand whether social media
campaigns can reduce mental health stigma.
African Americans are disproportionately affected by mental health issues and stigma, a
phenomenon rooted in the racially discriminatory nature of American society (Vyncke & Van
Gorp, 2020). The cumulative impact of systemic inequalities, socioeconomic disparities, and
discriminatory practices contributes to the elevated prevalence of mental health challenges
among African Americans (Lee & Waters, 2021). Another issue is their reintegration into society
after experiencing mental health issues (Sreeram et al., 2022). As a result, only 25% of African
Americans will seek mental health services compared to a larger share of 40% among the
caucasian population (Alexander et al., 2022). African Americans often face limited access to
quality mental health resources due to economic constraints and systemic barriers (Bockting et
al., 2013). Furthermore, cultural stigma surrounding mental health issues within the African
American community may contribute to underreporting and a reluctance to seek professional
help, exacerbating the existing disparities in mental health service utilization (Ward et al., 2013).
According to Corrigan et al. (2014), patients who are stigmatized for their mental health are less
likely to turn to social media for information about their situation. Due to feelings of rejection
and exclusion from society, individuals may be hesitant to disclose their mental health
challenges as they may not have fully come to terms with their situation (Bockting et al., 2013;
Huang, 2020; Pryor, 2014). Society may encourage acceptance by treating victims regardless of
race since neglecting patients’ mental health worsens their condition. Although, marginalized
individuals are more likely to experience mental health issues since they are perceived as
inferior and subjected to conflicting surroundings.
Social media provides a forum for people to express their problems and provide consolation to
one another (Naslund et al., 2020). Individuals with mental health disorders use social media
platforms to share their challenges, and achievements to inspire others. Social media makes it
possible for knowledge to travel quickly across borders and between time zones (Huang, 2020).
When information is submitted and published, it can be accessed by all channel subscribers, and
when reposted, it spreads wider and quickly.
However, according to Robinson et al., (2018), using social media exposes patients to more
exploitative situations, which worsens their health. According to Tao & Fisher (2021),
adolescent users of social media have negative effects from exposure. Most of the adolescent
users face cyberbullying from strangers as well as from acquaintances, which can be distressing
because of a lack of social acceptability. When the victim has underlying mental health
problems, the situation may get worse. However, Lee & Waters (2021) assert that social media
provides social support, which was essential during the COVID-19 pandemic when individuals
were unable to interact in person. Compared to a setting where there was no virtual social
connection, individuals were able to regulate their mental health and felt less isolated.
In examining the complexities surrounding mental health stigma in the American context, it is
essential to discern the nuanced factors that contribute to its perpetuation. A critical analysis of
existing literature reveals a notable gap in understanding the dynamics of mental health stigma
among different demographic groups, particularly in the context of race. Consequently, this
study seeks to address this gap by posing the following interconnected research questions:
I. What specific socio-cultural factors contribute to the perpetuation of mental health
stigma within the marginalized communities and Caucasian populations in the United
States?
II.
How do perceptions and experiences of mental health stigma differ between
marginalized individuals and Caucasian populations in the United States?
III.
What role does social media play in shaping and influencing posts aimed at reducing
mental health stigma in American society?
There is an abundance of information on mental health, social media’s impact on mental
health, and related topics but little is known about how social media initiatives to end the
stigmatization of mental health problems between minorities and Caucasians. It is worth
understanding whether social media affects blacks and whites differently in matters of mental
health.
Additionally, there is not much research specifically focused on minorities and Caucasians, even
though there is a lot of literature on the use of social media to reduce mental health stigma in
the United States. In this case, the goal of the study is to determine whether using social media
to reduce stigma against mental illness has a different effect on these two races. This study can
be beneficial to those who will be researching a related subject regarding stigma, race, and
interventions to combat the stigma. Furthermore, concentrating on certain ethnic groups might
help healthcare professionals make decisions that would improve mental health. It is
hypothesized that minorities will have a higher stigma rating compared to individuals with
European descent. The stigma rating will decrease between marginalized individuals and
individuals with European descent in the positive condition. Finally, that there will be an impact
of the positive condition for marginalized individuals will have more of a reduction in perceived
stigma compared to individuals with European descent
Alexander, A. C., Waring, J. J., Noble, B., Bradley, D., Olurotimi, O., Fronheiser, J., Sifat, M.,
Ehlke, S. J., Boozary, L. K., McQuoid, J., & Kendzor, D. E. (2022). Perceptions of
mental health and exploring the role of social activism among African Americans
exposed to media coverage of police brutality and protests. Journal of Racial and Ethnic
Health Disparities, 10(3), 1403–1413. https://doi.org/10.1007/s40615-022-01326-2
Bockting, W. O., Miner, M. H., Swinburne Romine, R. E., Hamilton, A., & Coleman, E. (2013).
Stigma, mental health, and resilience in an online sample of the US transgender
population. American Journal of Public Health, 103(5), 943–951.
https://doi.org/10.2105/ajph.2013.301241
Corrigan, P. W., Druss, B. G., & Perlick, D. A. (2014). The impact of mental illness stigma on
seeking and participating in mental health care. Psychological Science in the Public
Interest, 15(2), 37–70. https://doi.org/10.1177/1529100614531398
Gaddis, S. M., Ramirez, D., & Hernandez, E. L. (2018). Contextualizing public stigma: Endorsed
Mental Health Treatment Stigma on college and University Campuses. Social Science
& Medicine, 197, 183–191. https://doi.org/10.1016/j.socscimed.2017.11.029
Huang, C. (2020). A meta-analysis of the problematic social media use and mental health.
International Journal of Social Psychiatry, 68(1), 12–33.
https://doi.org/10.1177/0020764020978434
Lee, S., & Waters, S. F. (2021). Asians and Asian Americans’ experiences of racial discrimination
during the COVID-19 pandemic: Impacts on health outcomes and the buffering role of
social support. Stigma and Health, 6(1), 70–78. https://doi.org/10.1037/sah0000275
Naslund, J. A., Bondre, A., Torous, J., & Aschbrenner, K. A. (2020). Social Media and Mental
Health: Benefits, risks, and opportunities for research and Practice. Journal of
Technology in Behavioral Science, 5(3), 245–257. https://doi.org/10.1007/s41347-02000134-x
Pryor, J. B., & R., B. A. E. (2014). Motivation for Education and Work in Young Muslim
Women: The Importance of Value for Ingroup Domains. In Social Psychological
Perspectives on stigma advances in theory and research. Essay, Routledge.
Robinson, P., Turk, D., Jilka, S., & Cella, M. (2018). Measuring attitudes towards mental health
using social media: Investigating stigma and Trivialisation. Social Psychiatry and
Psychiatric Epidemiology, 54(1), 51–58. https://doi.org/10.1007/s00127-018-1571-5
Sreeram, A., Cross, W. M., & Townsin, L. (2022). Anti‐stigma initiatives for Mental Health
Professionals—A systematic literature review. Journal of Psychiatric and Mental Health
Nursing, 29(4), 512–528. https://doi.org/10.1111/jpm.12840
Stuart, H. (2016). Reducing the stigma of mental illness. Global Mental Health, p. 3, E17.
doi:10.1017/gmh.2016.11
Tao, X., & Fisher, C. B. (2021). Exposure to social media racial discrimination and mental health
among adolescents of color. Journal of Youth and Adolescence, 51(1), 30–44.
https://doi.org/10.1007/s10964-021-01514-z
Vyncke, B., & Van Gorp, B. (2020). Using counter-framing strategies to enhance anti-stigma
campaigns related to mental illness. Social Science & Medicine, 258, 113090.
https://doi.org/10.1016/j.socscimed.2020.113090
Ward, E. C., Wiltshire, J. C., Detry, M. A., & Brown, R. L. (2013). African American men and
women’s attitude toward mental illness, perceptions of stigma, and preferred coping
behaviors. Nursing Research, 62(3), 185–194.
https://doi.org/10.1097/nnr.0b013e31827bf533
Wu, I. H., Bathje, G. J., Kalibatseva, Z., Sung, D., Leong, F. T., & Collins-Eaglin, J. (2017).
Stigma, mental health, and Counseling Service use: A person-centered approach to
mental health stigma profiles. Psychological Services, 14(4), 490–501.
https://doi.org/10.1037/ser0000165
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