A quantitative content analysis examined the portrayal of schizophrenia in eight of the most read online news publications in the United States. The analysis documented the prevalence of stigma frames, which communicate stereotypes concerning schizophrenia, and stigma-challenge frames, which contradict stereotypes, in 558 articles related to schizophrenia. The study also examined the relationship between media framing and reader commentary, including the likelihood of readers posting stigmatizing comments, stigma-challenging comments, and comments in which they disclosed personal experience with mental illness. Stigma frames were prevalent in the sample, suggesting the news media continue associating schizophrenia with violent and criminal behavior. Stigma frames stood greater chance of being accompanied by stigmatizing comments from readers when compared to stigmachallenging frames. Conversely, stigma-challenging frames stood greater chance of being accompanied by stigma-challenging comments from readers. Readers were more likely to disclose personal experience with mental illness when they encountered a stigma-challenging frame. Recommendations are made for journalists and health communicators.
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