Hotbed of Stigmatization or Source of Support: A Multimodal Analysis of Mental Health-Related Videos on Douyin

This study explores how Douyin, one of China’s most popular social media platforms, shapes mental health stigma and anti-stigma discourses through user-generated content. As mental health challenges grow globally, platforms like Douyin play a crucial role in influencing public perceptions. By analyzing 3,756 videos posted between 2018 and 2023 under 20 mental health-related hashtags, the study examines the visual, textual, and audio strategies users employ to construct stigma or anti-stigma narratives. Using a four-tiered visual frame model and the Chinese Moral Foundations Dictionary 2.0, it reveals how moral and rhetorical elements intersect with visual framing to convey or dispel stigma. The findings show that stigmatizing content often uses dark color tones, confined spaces, and high-angle shots, supported by limited moral appeals to sanction and care, which evoke fear and reinforce social isolation. In contrast, anti-stigma videos employ bright visuals, open spaces, and inclusive imagery, appealing to broader moral foundations like care, fairness, and resilience to foster empathy and social inclusion. The study’s key theoretical contribution lies in demonstrating the interaction between visual framing and moral rhetoric in shaping stigma discourses on social media. It highlights Douyin’s dual role in both reinforcing and challenging mental health stigma, suggesting that anti-stigma efforts should strategically leverage diverse moral appeals and engaging visuals to promote empathy and social change. This research offers critical insights into the intersection of social media, visual culture, and public discourse on mental health in the Chinese context.