As social media use amongst young people increases, evidence points toward both positive outcomes such as social connection and access to information and possible risks such as cyberbullying and exposure to distressing content. Research suggests that media outlets tend to frame social media as having an overwhelmingly negative effect on young people, especially in relation to mental health. These narratives can shape adults’ perceptions, which can ultimately influence digital parenting practices, school policies and national legislation. In this article, Jade Davies, Dr Margarita Panayiotou, Dr Jo Hickman Dunne and Dr Louise Black outline their findings and recommendations on media narratives around young people’s social media use.

• Research findings at The University of Manchester have uncovered how reporting on young people’s social media use is skewed towards negative narratives.
• These narratives may not be representative of current evidence or the views of young people.
• Initiatives to strengthen social media literacy should be deployed in tandem with encouraging responsible reporting.

Researching the narratives

Our research at The University of Manchester reviewed over 300 UK newspaper articles to better understand how UK newspapers report on young people’s social media use.

We found that the overwhelming majority (98%) of articles covered potential risks of young people’s social media use, compared to only 16% covering potential benefits. Less than one-third (31%) of the articles used evidence to support their discussion and, of those that did, less than half (47%) gave readers sufficient details about where to access the original research.

Articles predominantly quoted adults (such as parents or government officials) discussing young people’s social media use, rather than young people themselves. Where young people were quoted, they discussed the benefits of social media use more frequently than most adults did.

Discovering the disconnect

Our analysis reveals a disconnect between how the media portray the impact of social media on young people and the state of the current evidence. Articles tended to oversimplify the relationship between social media use and adolescent mental health, with several articles suggesting causal links between social media use and poor mental health.

Almost one in every four articles (24%) discussed suicidality and/or suicide in relation to young people’s social media use. Within these articles, we identified concerning patterns in reporting practices, including the use of sensationalist or dehumanising language, oversimplified explanations that portrayed social media as the sole cause of suicide, and/or explicit mentions of suicide methods, or graphic details of the circumstances.

Strengthening social media literacy for young people and their families

Our findings highlight a dominant media narrative that frames social media as threatening for young people. We know from emerging international evidence that mindsets around social media use are important, with more negative mindsets associated with worse overall wellbeing. As such, it is important for young people and their families to be able to evaluate both the positive and negative aspects of their digital lives.

We recommend that the Department for Education assesses whether current media literacy education effectively equips young people with the critical digital skills they need to evaluate their social media use in a balanced way. The Department should explore ways to strengthen the integration of evidence-based social media literacy in PSHE and other relevant subjects.

We also recommend that in line with Ofcom’s 3-year media literacy strategy, Ofcom should formally incorporate young people’s voices into its media literacy strategy to ensure a balanced view by:

• Creating a Youth Advisory Group to provide direct input on media literacy initiatives.
• Partnering with youth organisations to co-develop media literacy resources that address both the risks and benefits of social media.

The Department for Education and the Department for Culture, Media, and Sport could collaborate to develop national guidance for schools and families on how to discuss the risks and benefits of young people’s social media use by working with mental health professionals, educators, and young people to create evidence-based materials and by ensuring guidance is widely accessible via schools, parent groups, and online platforms.

Ensuring decisions are evidence-driven

Decision makers face significant pressure to respond to public concern about young people’s social media use. These concerns may be exacerbated by overwhelmingly risk-focused media narratives. Yet, these media narratives lack robust evidential support, and young people’s lived experiences are often excluded.

These issues create a risk of reactionary policymaking, potentially leading to interventions that are not only misaligned with young people’s actual needs but that may also inadvertently restrict beneficial aspects of social media use.

The government should commit to sustained, multi-year investment in longitudinal research on adolescent social media use, ensuring that existing and future studies are adequately resourced. This should include co-design and consultation with young people to reflect their experiences and allowing sufficient time for evidence gathering before implementing major regulatory changes.

Ofcom should expand The Making Sense of Media Advisory Panel to ensure representation of young people, researchers, mental health professionals, and media experts, bringing diverse perspectives into decision-making.

Strengthening suicide and mental health reporting standards

Many of the articles we reviewed violated established best practice guidelines for reporting on suicide. Such reporting practices can cause significant harm to bereaved families.

In contrast, responsible reporting can reduce suicidal ideation and encourage help-seeking behaviours among those considering suicide.

Government should work with IPSO (the Independent Press Standards Organisation) to update the Editor’s Code to align with best practice guidelines from expert organisations like the World Health Organisation and the Samaritans. Updates should mandate the avoidance of oversimplified explanations for suicide and balanced reporting that includes preventative resources. They should also prohibit sensationalist or dehumanising language, publication of unnecessary details, and unsubstantiated speculation.

Government could also liase with IPSO to review and strengthen enforcement mechanisms, including assessing whether financial penalties could be an effective deterrent for repeated or serious breaches.

A joined-up approach to media literacy where schools and families are supported, in tandem with a tightening up of standards for responsible reporting is crucial to navigating and balancing the societal challenges brought about by evolving social media use.