Tracking Mental Health: A Social Semiotic Analysis of Instagram Discourse

Abstract

Mental health issues are increasingly common, affecting millions of people worldwide. This health challenge has both social and economic implications for individuals and society. By examining how language is used in mental health discourse on social media, people can better understand how it shapes perceptions, experiences, and interactions, ultimately informing more effective and supportive communication practices. This study investigates how mental health discourse is represented on two selected Instagram platforms, Sanemind and the NEEM Sanctuary, using a purposive sampling technique to select cases that are intentionally chosen for their relevance to mental health discourse. By combining social semiotics, linguistics, and mental health research, the study bridges the gap between these fields and offers insights into mental health concerns on social media. Using Kress and van Leeuwen's (1996) social semiotics framework, this study examines how language and other semiotic resources facilitate or hinder empathetic understanding, diagnosis, and treatment. Our analysis reveals specific strategies used by users to advocate for mental health awareness and support, such as representation, pigmentation, and framing used to highlight contemporary mental health complexities. This study contributes to a deeper understanding of mental health discourse on social media, informing strategies for promoting awareness, support, and resources. Our findings have implications for mental health promotion, social media platform design, and online support community development.