Mayor, E., & Bietti, L. M. (2025). A social media study of portrayals of bipolar disorders on YouTube: Content and thematic analyses. Journal of Medical Internet Research, 27, e67129. https://doi.org/10.2196/67129
Abstract
Background: Individuals
with mental disorders frequently use YouTube to express themselves, reach an
audience, or as a means of understanding their condition. Testimonies posted on
YouTube provide longer and richer perspectives than the short posts found on
other social media platforms. Research focusing on the depiction of mental
disorders on YouTube is blossoming. Bipolar disorders (BDs) are disabling mood
disorders. The diagnosis of any mental disorder, and more so BD, is often a
life-changing event. However, no published study has investigated the portrayal
of diagnoses of BD on YouTube.
Objective: This study
aims to investigate the portrayals of BDs on YouTube, focusing on the diagnosis
narratives and their accompanying narrative context, in particular, reports of
personal experiences and reactions.
Methods: We performed a
manual content analysis of 39 testimonies (women: n=24, 62%) depicting BDs and
their diagnosis by individuals with BD. We also performed a thematic analysis
of the corpus relying upon a deductive and inductive approach.
Results: Our manual
content analysis revealed that portrayals included the disclosure of diagnoses
of BD-I (as per both coders’ agreement: 10 testimonies) and BD-II (11
testimonies) to a similar extent. The reactions to the diagnosis were mostly
negative (8 testimonies), followed by positive (5 testimonies), while fewer
portrayals indicated a denial of the condition (4 testimonies). Several
portrayals made mention of issues in the areas of money and accommodation (15
testimonies), profession and education (13 testimonies), and relationships (20
testimonies). Medication (31 testimonies) and psychotherapy (23 testimonies)
were often mentioned as part of treatment for BD, most generally in positive
terms. The 8 themes emerging from the thematic analysis were: “reactions on
diagnosis, treatment, and health care professionals’ expertise,” “trial and
error in medication,” “positive effects of BD,” “disability, stigma, and
shame,” “loss,” “family planning and genetics,” “identity change (psychological
and physical),” and “human social relationships.”
Conclusions: Overall,
our results underline the complexity and richness of the depiction of the
diagnosis of BD and its narrative context, and highlight the importance of the
moment of the diagnosis, medication, and psychotherapy. Our study emphasizes
the need for further exploration of the impact of social media on mental health
awareness.