Shaping the notion of #wellbeing in the therapy culture context

An analysis through Instagram narratives

Bibliographic Data

ID21696044
AuthorsAinara Larrondo Ureta (0000-0003-3303-4330, University of the Basque Country Department of Journalism), Simón Peña Fernández (0000-0003-2080-3241, University of the Basque Country Department of Journalism), Jordi Morales-I-Gras (0000-0003-4173-3609, University of the Basque Country Department of Journalism)
Year2025
Volume29
Issue3
Pages422-438
Publication date2025-08-01
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueJournal of Communication Management (JOURNAL)
Journal identifiersISSN: 1363-254X • E-ISSN: 1478-0852
PublisherEmerald (PUBLISHER)
DOI10.1108/jcom-01-2024-0017
OpenAlexW4403302448
LanguageEN
Citations received1
References cited28

Purpose The aim of this paper is to (1) identify textual and visual themes and sub-themes associated with the #wellbeing hashtag on Instagram, (2) assess their varying levels of engagement and (3) investigate gender bias present in the analysed visual narratives. Design/methodology/approach This study employs a range of big data analysis techniques to investigate various dimensions of wellbeing on Instagram. Initially, a sample of 9,844 posts was processed using data mining and text analysis methods to identify and categorise significant hashtags, which facilitated the classification of posts into thematic clusters through hierarchical clustering. Engagement was then assessed using non-parametric statistical tests. Additionally, computer vision models were used to analyse and classify visual narratives, grouping images into communities based on visual similarities. Finally, gender representation in the images was examined using object detection models. Findings The study reveals that the discourse around #wellbeing on Instagram is predominantly feminised and focuses primarily on mental, psychological and spiritual aspects. Therapeutic and positive psychology narratives are the most prevalent and engaging, while physical activity and nutrition play a relatively secondary role. Two major macro-narratives emerge: firstly, mental health and emotional wellbeing, often featuring hashtags related to therapy, self-discovery, spirituality and motivational quotes; secondly, though less prominently, themes and visual narratives concerning physical activity and healthy habits, emphasising exercise and nutrition. Originality/value The study identifies, for the first time in the academic literature, key themes and sub-themes in the textual and visual narratives on wellness on the social media (Instagram), offering evidence for its feminisation. These findings contribute to the academic discussion on the implications of the notion of wellbeing on Instagram in relation to “therapy culture”. This idea can be applied to other social media, as well as to other areas, such as working life, where diverse individualities and groups also coexist

Art · Literature · Media studies · Narrative · Narrative therapy · Political science · Public relations · Sociology · Digital Mental Health Interventions · History · Impact of Technology on Adolescents · Mental Health and Patient Involvement · Psychology

Tools

Open DOIOpen Access