Funny mental illness : anti stigma campaign, the risk of reinforcing the stigmatisation with humor

Abstract: This study aims to investigate the relationship of a campaign video aimed to prevent stigmatisation of mental illness, and the possible risk of reproducing a stigmatising portrayal in using humor to convey the campaigns message. The focus of this study is the anti stigma campaign video called the Stand Up Kid, which is viewable on Youtube. The study uses a method of textual analysis, in combination of the strategies presented as a detailed description and analytical questions directed to the material. The theoretical basis origins from Goffman's definition of stigma, and other theories derived from Goffman are applied, to relate more accurately to the media's role in presenting stigma and mental health. The results indicate that there is a strong connection between the portrayal of stigmatised mental health, and the difficulties that stigma presents to a campaign video. The study also shows how humor can be perceived contribute to the outcome of an anti stigma campaign.