Framing Mental Health on Tiktok: Stigma and Anti-Stigma Narratives in the Global South

Mental disorders are a global concern, affecting millions of people worldwide. From a sociological perspective, Goffman’s framing theory explains how media shape public perceptions and influence societal attitudes. Media framing plays a crucial role in shaping how mental disorders are viewed, often reinforcing social norms. Negative portrayals in traditional media can perpetuate stigma and marginalization, while positive frames can support destigmatization by emphasizing recovery, treatment, and normalization. While much research has focused on traditional media, little attention has been paid to how user-generated platforms like TikTok frame mental disorders, particularly in the Global South. With the rise of short video platforms, social media now plays a significant role in shaping societal attitudes toward mental health. This study will conduct a content analysis of TikTok videos about mental disorders, using China as an example to explore how mental health is framed in the digital space of the Global South. By examining both stigmatizing and anti-stigma content, the research will contribute to understanding how mental health is socially constructed in this context. It will also expand framing theory by analyzing its relevance in the age of social media, where content is no longer controlled by mainstream institutions. Additionally, this study provides practical insights for leveraging platforms like TikTok in stigma reduction efforts. The findings will inform policy recommendations for designing effective anti-stigma campaigns, offering strategies for incorporating positive framing and inclusive messaging to promote mental health awareness and reduce stigma in the Global South.