COMMUNICATION OF CONTENT RELATED TO DEPRESSION AS REFLECTED THROUGH VIRAL CLIPS IN THAILAND

Abstract

This qualitative study examines the core content themes, imagery, and creative presentation methods related to depression in viral clips. The research applies concepts and theories from health communication, depression, the ecological system, imagery, digital media, and mass media functions. The study utilizes Thematic Analysis and In-depth Interviews, drawing data from 25 viral clips and 8 experts, including media scholars and psychologists. The Content was systematically categorized using screening forms and interview guidelines. The viral clips were analyzed through Descriptive Analysis to interpret the findings. Key themes regarding depression-related Content in viral clips: 1) Causes of depression, 2) Symptoms of depression, and 3) Treatment of depression. In terms of the imagery of depression patients, the study identifies four primary portrayals: 1) Victims of social bullying, 2) Individuals requiring caregivers, 3) Socially alienated individuals, and 4) Individuals highly dependent on social media technology. Regarding creative content strategies for presenting depression-related topics, the study suggests 1) Presenting accurate and realistic information, 2) Developing thought-provoking narratives, 3) Keeping Content relevant to current social trends, 4) Incorporating real-life experiences in storytelling, 5) Encouraging audience engagement, and 6) Utilizing vibrant colors in viral clips. Additionally, the study identifies Content that should be avoided, including 1) Depictions that induce negative emotions and 2) Content designed to create fear. The findings from this research can be applied as guidelines for designing future viral clips related to depression, ensuring they are informative, engaging, and socially responsible.