Abstract
In today's world, people tend to search for information and guidance on various aspects of life and health by exploring online sources. Further, people look to social media to find comfort and acceptance online, utilizing platforms like TikTok to discuss mental health issues. This research study investigated the representation and portrayal of non-suicidal self-injury (NSSI) content on the social media platform, TikTok. NSSI is defined as self-inflicted damage to one’s body without suicidal intent, most commonly including cutting, scratching, hitting, and burning oneself (International Society for the Study of Self-Injury, 2023). TikTok was queried using relevant hashtags (#NSSI, #sh) and the algorithm returned the most popular videos associated with hashtags, based on a combination of views and likes. The top 100 videos that met content criteria were coded and analyzed by researchers. Videos were coded along multiple dimensions: Type of content (useful, personal experiences, and/or misleading); understandability, actionability, and medical information quality; prevalence of common NSSI myths and stereotypes; and whether the videos met NSSI media guideline recommendations. Twenty percent of videos were double coded to ensure reliability in coding. Results highlighted important differences in understandability and actionability scores among videos categorized as useful, personal experience, and misleading. A high prevalence of NSSI myths and stereotypes (e.g., “NSSI is only engaged in for attention seeking”) were portrayed in many of the personal experience videos, further underscoring a lack of online presence of mental health professionals. Comments posted to the top 20 liked NSSI TikTok videos were examined qualitatively to explore relevant themes, including ways in which support (or judgment) is offered by this online community, how they refer to recovery, and ways in which continued NSSI may be reinforced. These results highlight the need for accurate and informative promotion of mental health information on social media platforms, including increased involvement by health professionals.