Reducing Mental Health Stigma Through Narratives: A Narrative Paradigm Analysis of an Indonesian Digital Campaign
DOI:
https://doi.org/10.30601/76akz047Keywords:
Narrative Paradigm, Mental Health, Stigma, Digital Campaign, Social MediaAbstract
This study analyzes the role of narrative in digital campaigns as a strategy to reduce mental health stigma, using the Instagram account @intothelightid as a case study. A qualitative approach with a narrative analysis method was employed, focusing on the two main elements of Walter Fisher's narrative paradigm: narrative coherence and narrative fidelity. Data were collected from @intothelightid posts published between January 2024 and March 2025 containing educational, reflective, and collective-action content. The findings reveal that the narratives are structured coherently and consistently, and that their messages align with the lived experiences and values of young Indonesian audiences. These narratives not only deliver mental health information empathetically but also create a digital safe space that encourages open dialogue and emotional validation. Engagement indicators, namely the number of likes and the content of audience comments, suggest that the campaign messages succeeded in building public resonance. The study concludes that a narrative-based approach in social media campaigns is an effective and transformative communication strategy for dismantling the stigma that has long hindered mental health recovery efforts in Indonesia.References
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