How To Prevent Suicide Contagion

Every year, around 720,000 deaths are attributed to suicide worldwide, with one person committing suicide every 40 seconds. It affects not only family members but also society at large and is a significant public health issue. Vulnerable individuals are greatly affected by how suicide is reported and discussed over different media. The phenomenon is known as suicide contagion and highlights the significant role of traditional as well as social media. Different media have the responsibility to inform the public; however, journalism and digital platforms also have an ethical obligation to minimise harm due to story coverage of suicide. 

Responsible reporting can save lives; on the other hand, sensationalised stories unknowingly exacerbate suicide further. Suicide contagion relates to an increase in suicidal behaviour following repetitive coverage of suicide stories, which are glorified, dramatic, and extensive. The effect has been seen after a recent case of self-immolation of a Nepali citizen and a subsequent increase in such a copycat trend.  When the deceased is a celebrity or a person widely admired, the effect is even more pronounced. 

Discussing suicide

People with psychological challenges are more vulnerable to suicide contagion. It does not mean that we should completely avoid discussing suicide, however, we should be cautious while talking or reporting about it. Traditional media such as newspapers, television, radio, and online news portals are important source of information. The reporting often shapes public opinion on suicide and mental health. Moreover, some media still prioritise dramatic headlines and emotional storytelling instead of more balanced public health aspects. Detailed explanations of methods, graphic descriptions, insensitive interviews with distressed families, and repetitive front-page coverage can contribute to suicide contagion. Such reporting may underestimate its harmful effects and normalise suicide behaviour unintentionally. 

It is, therefore, important to have a different approach while reporting suicide. International health organisations, including World Health Organisation, have recommended avoiding sensational language, details of methods or locations, and total avoidance of simplistic explanations about suicide. The story should not simply relate to a single event such as failure in examination, financial hardship, or problems in relationship. It should be noted that suicide is a result of multiple factors that include psychological and biological conditions, social circumstances, and personal attitude. 

Oversimplifying a serious issue and reporting a conclusion to a single cause often misled audience. Every report of suicide should include hope, mental health support available, warning signs, and factual reason of committing suicide. Anyone with the internet can share any story without knowing its damaging effect on vulnerable people. Such dramatised news can circulate worldwide within short time through posts, videos, livestreams, and online discussions. Graphic images, rumours, speculation, and emotional story content can spread rapidly before actual information becomes available. 

It is important to highlight helplines, support groups, and treatment available so that vulnerable people can seek such services. Social media has an important role in suicide prevention. They can promote awareness campaigns to reduce stigma around mental health, and also can highlight professional help available. Online communities such as suicide survivors’ groups can provide peer support and professional help whenever needed. Algorithms that reward views and likes can encourage people to post dramatic stories; therefore, social media has a significant responsibility in this regard. Although many social media platforms have moderation systems to remove sensitive graphic content that can decrease the spread of harmful materials considerably, it needs to be strengthened further. 

Therefore, social media platforms should provide users searching for suicide related materials with links to suicide prevention and other mental health resources. It is, therefore, important to have collaboration between human and artificial intelligence to identify dangerous content while respecting freedom of expression. It is also important to discuss mental health openly and seek available support. 

Similarly, mental health organisations and professionals working in the field should collaborate to challenge misconceptions about suicide and suicide contagion.  Influencers and public figures should be encouraged to join in these endeavours as their posts reach large audiences. It is important to discuss mental health issues openly; however, we should avoid romanticising death or portraying it as inevitable. Instead, we should focus our endeavours on mental health issues while emphasising that recovery is possible and suggesting a support system available nearby. All stakeholders from governments and educational institutions to professional organisations should support media by providing evidence-based reporting guidelines. Mass media schools should incorporate suicide reporting into ethics curricula, while news organisations should develop policies based on established public health recommendations. 

Responsibility

Social media platforms should collaborate with mental health professionals, suicidologists, and other suicide prevention experts to strengthen their moderation policy on suicide reporting. Social media users and the general public also have an important responsibility not to share unverified or sensational stories related to suicide. It is, therefore, essential to think critically, not glorify suicide, but promote reliable mental health support available. Every citizen should be media literate so that they can understand both the benefits and risks of online news. Sensational stories on suicide spread rapidly with each share, repost, or comment. 

It is to be noted that responsible reporting does not mean censoring information or avoiding important public issues but reducing harm to vulnerable people. Media alone cannot prevent every suicide or are solely responsible for suicide contagion. All stakeholders should work together to reduce harm while respecting the public’s rights to get factual news regarding suicide. Responsible reporting tells the actual reason for suicide without glorifying it while suggesting support available to those who need it. 

(Dr. Lohani is the clinical director at the Nepal Poison Information Centre. lohanis@gmail.com)