Lexapro Gang: The Role of Online Consumer Spaces in Stigmatized Consumption Contexts
Date
2025-04-30
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
ORCID
0009-0002-1485-7139
Type
Thesis
Degree Level
Masters
Abstract
This research explores the dynamics of peer-to-peer spaces on the social media platform of TikTok, focusing on discussions about the consumption of psychiatric medications. This study examines the different forms of consumer collectives, exploring how consumers navigate between brand publics (Arvidsson and Caliandro 2016) and brand communities (Muñiz Jr. and O'Guinn 2001) in their efforts to discuss and destigmatize psychiatric medication consumption. Within these spaces, consumers redefine and affirm their social identity statuses related to stigmatized consumption (Derks, Van Laar, and Elemers 2009; Tajfel and Turner 1986; White, Simpson, and Argo 2014). TikTok’s platformization (Caliandro, Gandini, Bainotti, and Anselmi 2024) and algorithmic articulation (Airoldi and Rokka 2022) create temporary yet meaningful spaces for knowledge exchange, peer support, and collective status affirmation (CSA). The study addresses the research question: “how do consumers with mental health conditions use peer-to-peer spaces on TikTok in seeking information and support for managing their psychiatric medication(s)?” Using a mixed method approach of netnography and twenty semi-structured interviews, this research adopts a grounded theory approach to explore how consumers aim to normalize psychiatric medication consumption within online spaces.
The findings reveal that engagement in these spaces does not conform to traditional definitions of consumer collectives but reflects a fluid, hybrid form of community within the broader framework of a brand public. This research advances brand public theory by emphasizing visibility—rather than publicity—as a key mechanism in stigmatized contexts. Visibility fosters collective status affirmation (CSA), a process distinct from group affirmation (Derks et al. 2009; White et al. 2014). While group affirmation typically reinforces existing positive or neutral identity meanings, CSA signals and actively redefines a previously stigmatized identity by amplifying collective contributions within the brand public. Algorithmic articulation (Airoldi and Rokka 2022) further extends this CSA to broader audiences, shaping identity renegotiation at both communal and public levels. These findings highlight the evolving role of online platforms in psychiatric medication discourse, demonstrating how consumers use online peer-to-peer spaces to affirm their social identities, challenge stigmatization, and reshape public perceptions of mental health.
Description
Keywords
mental health, destigmatization, online consumer spaces, brand public, brand community
Citation
Degree
Master of Science (M.Sc.)
Department
Edwards School of Business
Program
Marketing