Memefying Mental Illness: A Qualitative Content Analysis of Mental Illness Portrayals in #Depressionmemes on Instagram

Abstract

Internet memes account for a substantial proportion of depression-related content on social media. However, little scholarly attention has been paid to how mental illness is portrayed in social media memes. This article presents the findings of a qualitative content analysis of depression memes on Instagram. We examined how mental illness, potential countermeasures, and individuals living with depression are represented in the memes. Findings show that the memes predominantly displayed subjective experiences and individual struggles of living with mental illness. Mental health issues were portrayed as uncontrollable conditions, overpowering the individual, and thus largely unchangeable. Treatment options and coping skills were presented as ineffective or even counterproductive. Moreover, the depression memes criticized misperceptions of mental disorders and unrealistic societal expectations toward affected individuals. Against this backdrop, the article discusses the potential short-term and long-term implications of exposure to depression memes on social media.