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Social support research has demonstrated the physical and psychological benefits of social support for patients, but has done little to identify successful strategies for eliciting social support. However, contemporary digital channels offer new ways to examine this issue. In particular, this study explores vlogging as a coping strategy for cancer patients and a context in which to explore predictors of online social support. A content analysis of 69 YouTube vlogs and 869 associated comments was performed. A series of multilevel binomial logistic regression analyses revealed that narrative features that position the cancer patient as protagonist-including providing an explanation of the diagnosis experience, agentive problem solving, and positive reappraisal of the situation-were associated with receiving empathic support. In contrast, moralizing pleads for audience checkups decreased the likelihood of receiving empathic support. Findings contribute to an undertheorized body of research that also has translational value for patients, doctors, and designers of supportive online spaces who might eventually recommend narrative vlogging in clinical settings.

This research is among the first to attempt quantitative analysis of a site-bound digital subculture by identifying commenting regularities, using Imgur as a case study. A theoretical framework using SIDE theory and common voice informs a content analysis of 105 Imgur posts and 4404 comments in which the Imgur subculture is identified. Building on initial qualitative work, quantitative evidence is found for common voice, elucidating the Imgur subculture through identification of strategic commenting strategies. Findings indicate that post content affects commenting strategies, as the prevalence of common voice features varied according to post categorization. Additionally, post categories elicited different levels of common voice, with the community identification and humor categories eliciting the greatest concentration of common voice responses and information/mobilization and social support eliciting the least. Findings also suggest a preference for comments that approve of post content, as approving comments received a higher score and more responses than disapproving comments, while disapproving comments received more reprimanding responses. Results provide evidence that empirical study of site-bound digital subgroups is possible, informing future digital media research by providing a theoretical and methodological framework for examining digital subcultures.

Personalization refers to the journalistic practice of including emotional case studies of ordinary people in news stories, increasing vividness and emotional charge of news and eliciting identification and empathy in news consumers. Previous research suggests that personalization of news stories increases collectivistic (compared with individualistic) causal attributions by the news audience. In response, an experiment was conducted with a week time delay between stimuli presentation and open-ended participant responses to examine the influence of news personalization on how news consumers attribute causes for social issues. Participant (N = 80) trait empathy was included as an additional factor. Findings show that participants with high trait empathy expressed a greater shift to collectivistic attribution after watching personalized news stories than participants with low trait empathy, suggesting that individual differences in trait empathy may be an important factor in how individuals construct their own understanding of social problems.

Objectives A growing body of health communication scholarship has explored the utility of social media platforms for eliciting social support, although much of this scholarship has focused on Facebook and Twitter. This study contributes to this body of research by identifying support in comments submitted to depression-related Imgur posts. Furthermore, the use of non-bona fide linguistic features (e.g. humor, sarcasm, and irony) is documented for comparison with supportive elements. Methods A content analysis was performed of 1530 comments submitted in response to 20 popular Imgur posts about depression, including the emergence of four social support types outlined by the Multi-Dimensional Support Scale—reassuring, empathic, informational, and tangible support—as well as non-bona fide features. Results Findings suggest a supportive discourse, with nearly 60% of comments containing some supportive element. Reassuring and informational support emerged most prominently (26.3% and 26.2% of comments, respectively), followed by empathic (22.9%) and tangible (0.3%) support types. Non-bona fide features manifested in 28.8% of comments. Results indicate significant covariation between non-bona fide features and support, as these infrequently co-occurred. Conclusions This study’s findings suggest that depression-related messages frequently receive support from Imgur commenters, especially reassuring and informational support. Additionally, this study provides a conceptual framework for future analyses of online social support by integrating non-bona fide communication with established support types. The results of this study could have implications for health professionals and scholars interested in the use of social media platforms such as Imgur, which serves a predominantly young male demographic, for support provision.