2024-01-10
Is authenticity really as 'real' as we think?
Publication
Publication
A qualitative study on the degree of authenticity in influencers' mental health posts on Instagram
Mental health is a widely discussed topic of our time, with one in every eight people worldwide suffering from mental illness. Due to inadequate help, long queues, high costs or the stigma attached to it, more people are seeking information about mental health on social media. This has created an online support system with both positive and negative effects, particularly among young people. Influencers participate in these mental health support groups, sharing information on Instagram. This puts influencers in a vulnerable position as they often share personal stories, but it can also be driven by commercial or entertainment motives to gain more followers and a larger reach. Therefore, this research addresses the question: How authentic are Dutch influencers in their attempts to open up about mental health issues on Instagram? Using purposive sampling and case studies, the research examined four specific influencers and 185 Instagram posts through qualitative thematic content analysis. First, it was examined what influencers post about mental health and why, which came together in an overarching main category 'Opening up about mental health'. It was found that they mainly share personal experiences in order to create awareness. Subsequently, three main themes, or authenticity strategies, emerged: 'Embracing the ordinary', 'Letting down the media mask' and 'Confidential friendship connection with followers'. These themes indicate that influencers create a certain level of authenticity to enhance the credibility of their mental health messages. However, it's important to recognize that online authenticity is always a conscious choice, and the commercial nature of being an influencer must be considered. Despite appearing authentic, influencers always post content deliberately for greater reach, personal or social attention, and/or commercial purposes. This indicates that the motivation for sharing content about mental health has a dual significance. Nevertheless, these authenticity strategies enable influencers to sustain a reliable support system and offer accessible and affordable help, which is critically needed in the current global context.
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dr. Anouk van Drunen | |
hdl.handle.net/2105/74946 | |
Media & Creative Industries | |
Organisation | Erasmus School of History, Culture and Communication |
Cornelis, Ilsa. (2024, January 10). Is authenticity really as 'real' as we think?. Media & Creative Industries. Retrieved from http://hdl.handle.net/2105/74946
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