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Communication message cues and opinions about people with depression: an investigation of discussion on Weibo

A content analysis was conducted of the posts generated by mass media organizations and public opinion leaders on the Chinese social media platform Sina Weibo to investigate the associations between several communication message cues and opinions about people with depression (N = 102). The study revealed that the posts of the influential users were more likely to be stigmatizing when they communicated stereotypes, but less likely to be stigmatizing or more likely to be supportive when they made personal, genetic and medical, and social and environmental cause and responsibility claims. The posts were also more likely to be supportive if the influential users presented treatment and recovery information. In addition to finding out what communication cues activate the influential users' stigmatizing or supportive opinions, the study also examined and found the impact of the influential users' opinions on their followers' opinions on this issue (N = 8261). The findings showed that the public opinion leaders were more likely than the mass media to express support for people with depression. This support then translated into supportive responses among their followers toward those living with the disease.