ABSTRACT
In India, mental health non-governmental organizations (NGOs) play a crucial role in delivering and de-stigmatizing mental health care. However, little research has examined how these organizations use social media platforms to disseminate information about mental health issues and engage audiences. This is important to study, as India ranks second highest in social network use worldwide. Drawing on literature on destigmatizing strategies, on the nonprofit hierarchy of engagement framework, and on communication affordances concept, this study focuses on three Indian mental health NGOs and investigates the following questions: What destigmatizing strategies are reflected in mental health NGO's Instagram communication? How are the engagement goals of information, community, and action reflected in this communication? How do the technological affordances of Instagram favor or constrain this communication? Key findings include the use of Instagram primarily to provide information about mental health issues, and mobilize audiences to combat the social stigma. The NGOs use multimedia humanizing content to cultivate a social presence. Content emphasizes socio-environmental causes and treatments for mental illness and centers, either expert (White Swan) or lay voice (Live Love Laugh). Lack of dialogic loops and predominantly English-language content reflect underutilization of Instagram affordances of interactivity and accessibility for community-building.
