There has been an increase in mental health conditions, particularly in higher education, with the World Health Organisation highlighting a significant rise in Africa. This ongoing study examines how the Dove Men+Care “Care Conversations” initiative shared on YouTube and Instagram engages young men on issues related to mental health. Focus is on how first-year Black male students between the ages of 18 and 29 years old at the University of South Africa perceive and respond to mental health messaging on social media, how their social identity, notions of masculinity, and experiences of stigma shape their engagement with mental health content and their help-seeking behaviours. Research indicates that this group is underrepresented in mental health research and faces various challenges due to systemic barriers. The study employs a purposive sampling strategy and is informed by the Social Identity Theory (SIT), Theory of Masculinity, and the Health Belief Model (HBM). Preliminary results suggest that the current crop of young students is aware of the resistance, stigma and fear that older generations have towards mental health conversations and solution-seeking behaviours, and they see themselves as a critical generation to break this aversion. In addition, the interviewees demonstrate a positive reading of the Care Conversations initiative owing to the global magnification of mental health discourses globally. Interviewees suggest that seeking help does not undermine their masculinities; instead, help-seeking behaviours affirm, strengthen, and build positive perceptions of self-masculine identities.

Authors:
Phumla Queen Mhlanga, University of South Africa, South Africa

About the Presenter(s)
Ms Phumla Queen Mhlanga holds a BA (Hons) degree in Integrated Organisational Communication and is currently a Master of Arts candidate in Communication Science at the University of South Africa (UNISA).

See this presentation on the full schedule – Friday Schedule

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