Responding to depression-related Imgur posts: A content analysis of social support and non-bona fide features in user-generated comments

OBJECTIVES: A growing body of health communication scholarship has explored the utility of social media platforms for eliciting social support, although much of this scholarship has focused on Facebook and Twitter. This study contributes to this body of research by identifying support in comments submitted to depression-related Imgur posts. Furthermore, the use of non-bona fide linguistic features (e.g. humor, sarcasm, and irony) is documented for comparison with supportive elements. METHODS: A content analysis was performed of 1530 comments submitted in response to 20 popular Imgur posts about depression, including the emergence of four social support types outlined by the Multi-Dimensional Support Scale—reassuring, empathic, informational, and tangible support—as well as non-bona fide features. RESULTS: Findings suggest a supportive discourse, with nearly 60% of comments containing some supportive element. Reassuring and informational support emerged most prominently (26.3% and 26.2% of comments, respectively), followed by empathic (22.9%) and tangible (0.3%) support types. Non-bona fide features manifested in 28.8% of comments. Results indicate significant covariation between non-bona fide features and support, as these infrequently co-occurred. CONCLUSIONS: This study’s findings suggest that depression-related messages frequently receive support from Imgur commenters, especially reassuring and informational support. Additionally, this study provides a conceptual framework for future analyses of online social support by integrating non-bona fide communication with established support types. The results of this study could have implications for health professionals and scholars interested in the use of social media platforms such as Imgur, which serves a predominantly young male demographic, for support provision.