The Framing of Endometriosis on Instagram and Its Impact on Audiences: A Mixed-Methods Approach

Wiedicke, Annemarie ; Rossmann, Constanze ; Gebauer, Marion; Gohn, Chiara und Wöhrer, Anja (2025): The Framing of Endometriosis on Instagram and Its Impact on Audiences: A Mixed-Methods Approach. 75th Annual Meeting of the International Communication Association, Denver, Colorado, USA, 12.-16. Juni 2025.

Abstract

Recently, endometriosis has gained increasing attention on social media. This may increase public awareness towards the health issue, but—depending on the framing––could also cause unintended negative effects. Therefore, we analyzed the portrayal of endometriosis on Instagram and its impact on audiences. Specifically, we identified issue-specific media frames by qualitatively examining verbal and visual elements of German Instagram posts. The findings indicate a strong emphasis on attributions of individual and societal responsibility. We then conducted an online experiment to test their effects on recipients’ responsibility attributions and their behavioral intention to participate in endometriosis-related online discourse. In line with prior studies, the individual frame, compared to the societal frame, enhanced individual attributions. However, there were neither significant effects of the different frames on societal attributions nor behavioral intentions; once more stressing the importance of framing research that integrates the analysis of media frames and frame effects. Further theoretical and practical implications are discussed in detail in the manuscript.

• Item Type: Conference or Workshop Item (Speech)
• Keywords: Konferenz ICA 2025
• Faculties: Social Sciences > Department of Communications and Media (IfKW)
• Subjects: 300 Social sciences > 380 Commerce, communications and transportation
• Language: English