The #faceofdepression Hashtag in the Facebook and VKontakte Social Networks: The Public Discourse Features among a Russian-Speaking Audience

Background. Previous studies of depression in social networks examined the public discourse to look more closely at how users talk about their depressive symptoms. One of these studies, published in JMIR Mental Health journal, was devoted to the trending hashtag #MyDepressionLooksLike on Twitter. The data were collected from an English-language sample; in turn, no similar studies were conducted on a Russian-speaking audience. The appearance of the #faceofdepression hashtag in Russia allowed for a comparative study. Objective. The purpose of this study was to analyze the thematic structure of the Russian-language posts under #faceofdepression on the social networks Facebook and VKontakte (VK) in 2017 and to compare the results obtained to the analysis of the English-language posts under #MyDepressionLooksLike. First, we suggested that the themes of the Russian-language posts under the hashtag #faceofdepression on Facebook and VK are similar to the themes of the English-language posts under the hashtag #MyDepressionLooksLike on Twitter. Second, there will be a signifi- cant difference in the frequency of the themes’ representation in different social networks. Third, the unique characteristic of the public discussion in Russia is a topic about antistigma of depression. Design. To test these hypotheses, we exported the data from Facebook and VK (1527 Facebook and 496 VK publications) by keywords and hashtags using the TargetHunter and YouScan analytical programs. We analyzed a group of posts describing the authors’ personal experience (159 original posts on VK and 231 original posts on Facebook). In those posts, users mentioned their depression symptoms, the way they combat the disease, and difficulties encountered throughout the course of the disorder. Results. Through the thematic analysis of the posts, we identified seven topics that fit into the initial categorical grid used to analyze #MyDepressionLooksLike on Twitter by Lachmar, E. M., Wittenborn, A. K., Bogen, K. W., and McCauley, H. L. (2017). We also ...