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By analysing 600 Instagram posts that use mental health related hashtags, this article investigates how mental health communication and support practices are enacted on Instagram, and how such practices relate to the perceptible affordances and hegemonic uses of the service. The article demonstrates how Instagram tends to privilege casual snapshots of individual recovery, in line with broader discourses of positive thinking and individual responsibility. Whereas this hegemonic way of using the service may be functional for many users, three examples of negotiated and oppositional use are also discussed in the article: motivational picture quotes, text-rich posts, and non-recovery oriented posts. It is suggested that different ways of imagining and approaching the affordances of the service engender different patterns of support practices.

Getting Better? Hegemonic, Negotiated and Oppositional Uses of Instagram for Mental Health Support