Abstract: Exploring Social Media Narratives About a Celebrity’s Mental Health and Its Association With Stigma: A Content Analysis Case Study

◆ Anne Amegbeha, University of Kentucky

◆ Fidelis Sesenu, University of Kentucky

◆ Pamela Ofori Boateng, Purdue University

Mental health continues to be a highly stigmatized issue all over the world, especially in developing countries like Ghana. Celebrities are integral elements of societies’ media and cultural milieu and the discourse they produce and trigger about mental health serves as influential models for how to think about mental health/illness at large. This study aims to explore the relationship between media portrayal and the stigmatization of mental health, using Abena Korkor’s case as a focal point. Abena Korkor is a 31-year-old socialite and mental health advocate from Ghana who has been in the public eye for her mental health journey. Guided by social cognitive and framing theories, as well as Willard’s (2004) typology of cyberbullying, this study focuses on how social media narratives contribute to or mitigate the stigma associated with mental illness. The study employs a content analysis methodology to examine the nature and potential impact of public discourse surrounding Abena Korkor’s mental health journey as it unfolds on Facebook. The objective is to dissect the themes, tones, and framing techniques employed by Facebook users when discussing mental health issues, particularly in the context of a high-profile individual like Abena Korkor. Findings illustrate prevalent narratives colored by nuanced themes of gender norms, sexuality, and mental health, that function to perpetuate stereotypes and misinformation or foster a more empathetic and informed understanding of mental health challenges. Findings from this study provide the foundation for exploring the potential effects of exposure to social media narratives that a celebrity generates about mental health on public attitudes about mental illness and the people who experience it.