Quoting and well-being : researching social media posts of two mental health campaigns in Hong Kong

Fanglei Corey HUANG*

*Corresponding author for this work

Research output: Journal PublicationsJournal Article (refereed)peer-review


Residents in Hong Kong have recently faced more severe mental health challenges due to the 2019 social unrest and the COVID-19 pandemic, among other social, economic and political issues. The situation has given rise to more local public mental health campaigns which mobilise different linguistic, cultural and discursive resources. This article critically examines a common type of social media discourse by two public mental health campaigns in Hong Kong which respectively adopt Chinese and English as the main language. Through a comprehensive, critical multimodal discourse analysis, it illustrates how this type of discourse (1) draws attention to multiple dimensions of mental well-being beyond mental illness/disorder, (2) strategically re-appropriates words and voices from different individuals, cultures and domains and (3) tacitly reinforces neoliberal and Confucianist ideologies through public mental health communication. The article ends with a discussion that can deepen our critical understanding of public mental health communication in contexts featuring digitalisation and linguistic and cultural diversity.

Original languageEnglish
Number of pages26
JournalJournal of Multilingual and Multicultural Development
Early online date22 Apr 2024
Publication statusE-pub ahead of print - 22 Apr 2024

Bibliographical note

Publisher Copyright:
© 2024 Informa UK Limited, trading as Taylor & Francis Group.


  • mental health
  • social media
  • critical discourse analysis
  • multimodality
  • neoliberalism
  • multiculturalism


Dive into the research topics of 'Quoting and well-being : researching social media posts of two mental health campaigns in Hong Kong'. Together they form a unique fingerprint.

Cite this