Representations of mental health and mental health problems in content published by female social media influencers

When social media influencers (SMIs) describe their experiences of mental health problems, they contribute to the circulation of representations of mental health. The aim of this article is to analyse the ways of talking about mental health problems that are made accessible to a wider audience through the YouTube videos published by four Swedish female SMIs. Our analysis shows that much content related to mental health contains traces of, and contributes to discourses informed by, positive psychology. Mostly, mental health problems are represented as manageable, if only the individual assumes responsibility for her mental wellbeing, but a few videos also contain displays of negativity and resignation. In addition to avoiding association with the unattractiveness associated with negativity, the four SMIs navigate expectations placed on them to encourage confidence and self-love while at the same time expressing modesty. The result is representations of mental health that are multi-layered and complex.