A Study on Digital Storytelling as a Tool for Mental Health Advocacy: A Study of Gen Z Social Media Consumption in Chennai

Abstract

This study investigates the role of digital storytelling as a persuasive and participatory medium for mental health advocacy among Generation Z social media users in Chennai. Grounded in media psychology and participatory culture theories, the research explores how narrative-based content such as short-form videos, personal vlogs, and interactive reels’ fosters awareness, empathy, and openness toward mental health conversations. Employing a indepth interview, assessing engagement patterns across Instagram, YouTube. that capture users’ emotional responses and interpretations of digital mental health narratives. The findings reveal that authenticity, peer relatability, and narrative intimacy significantly enhance the perceived credibility and emotional impact of advocacy content. However, factors such as algorithmic bias, performative activism, and digital burnout were found to limit sustained engagement. By situating these insights within the urban cultural context of Chennai, the study highlights the potential of localized digital storytelling to advance mental health advocacy and shape inclusive communication strategies for the Gen Z demographic.