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Journal of Health Communication
International Perspectives
Volume 29, 2024 - Issue 1
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Research Article

Does Organizational Messaging Make a Difference? Investigating Themes and Language Style in Twitter Discourse and Engagement by Mental Health Organizations

Rebecca K. Britt1 College of Communication and Information Sciences The University of AlabamaTuscaloosaAlabamaUSAUSACorrespondence[email protected]
ORCID Iconhttps://orcid.org/0000-0002-4595-4604View further author information
ORCID Icon,
Heather J. Carmack2 Health Care Delivery Research, Kern Center for the Science of Health Care Delivery, The Mayo Clinic, Rochester, Minnesota, USAORCID Iconhttps://orcid.org/0000-0002-5520-3951View further author information
ORCID Icon,
Andrew Morris1 College of Communication and Information Sciences The University of AlabamaTuscaloosaAlabamaUSAUSAORCID Iconhttps://orcid.org/0009-0005-5473-2295View further author information
ORCID Icon,
Ananya Raka Chakraborty1 College of Communication and Information Sciences The University of AlabamaTuscaloosaAlabamaUSAUSAORCID Iconhttps://orcid.org/0000-0001-5577-479XView further author information
ORCID Icon &
Courtny L. Franco1 College of Communication and Information Sciences The University of AlabamaTuscaloosaAlabamaUSAUSAORCID Iconhttps://orcid.org/0000-0002-8878-1846View further author information
ORCID Icon
Pages 1-8 | Published online: 14 Nov 2023
 
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Abstract

The present study investigated the latent topics and language styles present in mental health organizational discourse on Twitter. The researchers sought to analyze identifying the prevalence of and language used in social support messaging in tweets about mental health care, the overarching topics regarding mental health care, and predicted that tweets with higher engagement will have increased frequency of words with positively valenced emotion and cognitive processing. A GSDMM was run to uncover latent themes that emerged in a data set of 326.9k tweets and 7.2 m words about organizational discussions of mental health. A generalized linear model using the Poisson distribution was used to assess the role of engagement, positive emotion, and cognitive processing. The study found support for both positive emotion and cognitive processing as statistically significant predictors of engagement. Directions for research include the development of health message strategies, policy needs, and online interventions.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

The author(s) reported there is no funding associated with the work featured in this article.

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