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Theoretical Background and research questions/hypothesis: Research has demonstrated the negative or stereotypical portrayal of mental illness in the mass media, as well as the role of the media in influencing the public's perceptions of mental illness. Research also shows that young people get the majority of their health information online, particularly when the information they seek is about sensitive or potentially stigmatizing diseases. The public understanding of science framework informs this study, which aims to identify the types of mental health content found on YouTube and define this medium's potential in reaching a key audience for these messages: Youth. YouTube increased browsership by 297% from January to June 2006, from an audience of 4.9 million to 19.6 million. Among internet users, youth are 1.5 times more likely to visit YouTube than any other demographic. Recent models of communication of science/health messages have called for dialogic rather than didactic communication methods. YouTube's user-generated content allows for two-way communication, increasing this medium's potential for improving the way we communicate in the mass media about mental illness. These research findings will contribute to the exploration of new media for potential to communicate with key audiences about specific health topics, in particular mental health.
Methods and Results (informing the conceptual analysis): This study uses a content analysis of 400 YouTube videos drawn randomly from the population of 1200 videos that appeared on YouTube using the search terms Mental Illness and ?. To look at potential to impact the target audience, we coded videos looking for measure that would impact the appeal and credibility of the material. Key codes included age, gender, celebrity status, race/ethnicity and purpose of message (education, connection, creation/expression, behavior change/intervention). The number of views at time of capture was also recorded. Data were analyzed in SPSS.
Conclusions: Based on the literature, the barriers to use of YouTube as a tool to communicate about mental health issues include problems with credibility. Because many YouTube videos are essentially unsourced, and no current laws regulate online content (beyond the guidelines YouTube has posted and enforces itself). These data suggest that source of video and speakers in video have signficant impacts on credibility for the target audience.
Implications for research and/or practice: Consistent with the literature on persuasive communication, speakers in videos on mental health issues should be chosen to relate to the youth audience and should contain links or references to credible sites for an increasingly savvy internet youth audience. This and other findings from this study will help mental health communicators package messages for youth audience through this popular communication platform.