“Depression is not Real; I Don’t Need Help”: Stigmatizing Depression on Social Media and Help Avoidance

Despite being influential spaces for disseminating information, social media platforms often contribute to the perpetuation of harmful stereotypes and misconceptions surrounding depression. This study investigates the relationship between exposure to stigmatizing depression on social media and help avoidance among young adults, while examining the mediating roles of depression knowledge and stigmatizing attitudes. A sample of 428 Chinese young adults aged between 18 and 35 responded to the anonymous questionnaires. Results indicate a positive association between exposure to stigmatizing information on social media and help avoidance. Furthermore, depression knowledge and stigmatizing attitudes were found to mediate this relationship, highlighting the cognitive mechanisms underlying the impact of social media on mental health attitudes and behaviors. The findings underscore the importance of addressing stigmatizing content on social media platforms and promoting accurate depression knowledge among young adults to mitigate help avoidance tendencies. Implications and limitations are discussed.