Quoting and well-being: researching social media posts of two mental health campaigns in Hong Kong

Residents in Hong Kong have recently faced more severe mental health challenges due to the 2019 social unrest and the COVID-19 pandemic, among other social, economic and political issues. The situation has given rise to more local public mental health campaigns which mobilise different linguistic, cultural and discursive resources. This article critically examines a common type of social media discourse by two public mental health campaigns in Hong Kong which respectively adopt Chinese and English as the main language. Through a comprehensive, critical multimodal discourse analysis, it illustrates how this type of discourse (1) draws attention to multiple dimensions of mental well-being beyond mental illness/disorder, (2) strategically re-appropriates words and voices from different individuals, cultures and domains and (3) tacitly reinforces neoliberal and Confucianist ideologies through public mental health communication. The article ends with a discussion that can deepen our critical understanding of public mental health communication in contexts featuring digitalisation and linguistic and cultural diversity.