Abstract
ABSTRACT The Campaign Against Living Miserably (CALM) aims at advocating against suicide and changing the way mental health is addressed in everyday conversation. Social learning theory (SLT) explains how people imitate others’ behaviors—for example, through a process called learning by imitation. Observation and imitation are vital aspects of how people develop behaviors and habits. One of these behaviors is highly negative and controversial: suicide and the unhealthy mental health relationships that come with it. People can emulate the death of another by copying their behavior, sometimes without even entirely meaning to do so. This paper applies the tenets of SLT—i.e. attention, retention, reproduction, and motivation—to aspects of CALM and to the negative impacts of phenomena such as social media influencers (SMIs) and celebrity suicides. What makes this approach interesting is that the CALM campaign can benefit from the use of one of the longest-established theories in the fields of psychology and communication. More precisely, regarding mental health and the media, most studies have focused on how social media is causing depression or anxiety. This is why this manuscript adds fresh insights by using key SLT precepts to raise awareness as to how these suicidal thoughts and symptoms form.
Published Version
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