Appropriate Strategies for Reducing the Negative Impact of Online Reports of Suicide and Public Opinion From Social Media in China

Suicide events may have a negative impact on all of society. The media plays a significant role in suicide prevention. Therefore, the aims of this study are (a) to understand the association between characteristics of suicide events and characteristics of who committed suicide, and event impact indexes (EIIs) of suicide reported on the internet; (b) to analyze violation of recommendations for reporting suicide by Weibo, and (c) to investigate the effect of online reports of suicide on public opinion. We carried out a content analysis of online reports of suicide. This study analyzed 113 suicide events, 300 news reports of suicide, and 2,654 Weibo comments about suicide collected from the WeiboReach between 2015 and 2020. We used a t-test and analysis of variance (ANOVA) to explore the potential factors associated with the EIIs of suicide events. The results found that (a) The suicide events reported on the internet during COVID-19 and those related to celebrities and students tend to have higher EIIs; (b) suicide reports on Weibo frequently violated WHO recommendations for suicide reporting in the media; and (c) public opinion of suicide reporting in the online media was mostly emotional and irrational, which is not beneficial for public mental health and suicide prevention. In conclusion, first, the situation of many people working from home or studying from home and spreading more time online during COVID-19 may lead to suicide events obtain more public attention. Online media could further improve public responsible reporting and daily media-content surveillance, especially taking particular care in those suicide events during COVID-19, and related to celebrities and students, which may have a higher event impact on the internet. Second, health managers should regular assessment of observance of the WHO recommendations for suicide reporting by online social media to prevent suicide. Third, health communication managers should use big data to identify, assess, and manage harmful information about suicide; and track anyone affected by suicide-related reports on social media to reduce the negative impact of public opinion to intervene suicide in the early stage of suicide.