Motivations and deterrents for posting and responding to online self-harm content: a qualitative survey study

Background: Self-harm is a major public health concern, and the internet presents challenges and opportunities for prevention. Understanding experiences of engaging with self-harm content is critical for improving online safety. However, existing research has primarily focused on adolescents, and there is a need to examine whether established findings extend across the life course.

Objective: This study aimed to explore user motivations and deterrents for posting and responding to online self-harm content among both adults and adolescents.

Methods: We analysed qualitative data from a national online survey of UK-based participants aged 16 to 65+ (N = 194). The survey included open-text questions on experiences of posting and responding to online self-harm content. Data were analysed using content analysis.

Results: Motivations for posting self-harm content were complex and multifaceted, with social and intrapersonal functions evident across both adolescents and adults. Seeking help and support from others was the most common motivation for posting, while venting negative emotions was described more frequently by adolescents. Concern about triggering others was the most common deterrent to posting. Responding to self-harm content was primarily motivated by a desire to support others, particularly among adults, although some younger users were driven by a desire to exert corrective action. The main reason for not responding to self-harm content was a felt lack of emotional capacity to engage with this material.

Conclusions: This study extends existing research by demonstrating that common motivations and deterrents for engaging with online self-harm content are evident beyond adolescence and across the life course. Findings highlight the importance of age-inclusive user education initiatives and practitioner assessments, and caution against blanket restrictions on self-harm content that may unintentionally limit access to peer support.

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