From Tragedy to Advocacy: How Celebrity Suicides Transform Mental Health Conversations on Facebook

Understanding the dynamics of social media discourse is critical for advancing mental health advocacy and support. While prior research has examined increases in online search activity following celebrity suicides, little is known about how mental health conversations evolve on social media in response to these events. This study addresses that gap by analysing shifts in public discourse on Facebook before and after the suicides of four high-profile celebrities from diverse entertainment sectors. Analysing public posts from Facebook Pages and Groups, we found that personal storytelling and coping strategies emerged as the most prevalent themes, highlighting the central role of lived experiences in online mental health discourse. Moreover, these narratives were positively associated with higher levels of user engagement, suggesting that peer-driven discussions resonate strongly with audiences. We also observed notable shifts in topic salience following celebrity suicides, including increased attention to personal stories and legislative discussions. Furthermore, topics, such as education and societal challenges, served as bridges between other discussions, revealing the intersection of mental health with broader societal and structural concerns. Implications for mental health advocacy, digital engagement strategies, and policy development are discussed.