Abstract

Generation Z, born between 1995-2012, exhibits troubling trends in mental health outcomes, such that scholars have declared a “mental health crisis” in America, noting a broad swath of studies pre-dating and persisting through the COVID-19 pandemic. At the same time, the rates at which current Gen Z college students pursue treatment remains stubbornly low. In response, experts are calling for data-informed interventions that would encourage help-seeking for mental health issues. Communication and persuasion literature demonstrate that messaging campaigns are most effective when rooted in nuanced audience insight. Moreover, the health communication literature broadly and mental health literature specifically indicate that males and females approach health decisions in distinct ways. As such, nuanced audience insight specific to the two genders should guide interventions. The current investigation employed a series of focus groups to understand gender differences in college students’ perceptions and experiences related to mental health and help-seeking. Framed through the theory of planned behavior, results reveal key gender differences in attitudes impacted by faculty interactions, such that males formed negative attitudes via interactions with faculty, and females viewed faculty interactions as either positive or neutral. The study also highlights subjective norms associated with either avoiding (males) or fully embracing (females) discussions of anxiety and depression with peers. Finally, results demonstrate distinct perceptions of behavioral control by gender, such that males believed recommending help-seeking would end a relationship, and females only expressed mild discomfort. These findings offer promise for future interventions encouraging help-seeking behavior.

Presenters

Sarah A. Geegan
Assistant Professor, Integrated Strategic Communication, University of Kentucky, Kentucky, United States

Bobi Ivanov
Professor, Integrated Strategic Communication, University of Kentucky, Kentucky, United States

Kimberly A. Parker
Professor, Integrated Strategic Communication, University of Kentucky, Kentucky, United States

Details

Presentation Type

Paper Presentation in a Themed Session

Theme

Health Promotion and Education

KEYWORDS

Mental Health, Help-Seeking, COVID-19, Theory of Planned Behavior, Gender Differences

Digital Media

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