Content, motives, ethics: How are psychologists and psychotherapists representing themselves on Instagram?

Inhaltsverzeichnis

Bibliographische Infos

Cover der Ausgabe: SCM Studies in Communication and Media Jahrgang 15 (2026), Heft 1
Open Access Vollzugriff

SCM Studies in Communication and Media

Jahrgang 15 (2026), Heft 1

Autor:innen:
Verlag
Nomos, Baden-Baden
Copyrightjahr
2026
ISSN-Online
2192-4007
ISSN-Print
2192-4007

Kapitelinformationen

Open Access Vollzugriff

Jahrgang 15 (2026), Heft 1

Content, motives, ethics: How are psychologists and psychotherapists representing themselves on Instagram?

Autor:innen:
ISSN-Print
2192-4007
ISSN-Online
2192-4007
Kapitelvorschau:

Psychologische Fachkräfte nutzen zunehmend soziale Medien zur digitalen Gesundheitsförderung, Vermittlung psychoedukativer Inhalte und Bekämpfung von Fehlinformationen. Psycholog:innen und Psychotherapeut:innen stehen in diesem Zusammenhang vor verschiedenen Herausforderungen. Forschung zu ihrer professionellen Präsenz und Kommunikation in sozialen Medien ist bislang begrenzt. Diese Studie untersucht, wie sich Psycholog:innen und Psychotherapeut:innen auf Instagram präsentieren, welche Motive sich aus ihren Profilen und Inhalten ableiten lassen, welche Inhalte dominieren und inwieweit ethische sowie berufsrechtliche Rahmenbedingungen erkennbar sind. Mittels einer qualitativen Inhaltsanalyse wurden 20 Instagram-Profilbeschreibungen mit insgesamt 254 Story-Highlights von Psycholog:innen und Psychotherapeut:innen aus Deutschland systematisch ausgewertet. Die Ergebnisse weisen darauf hin, dass sich die Berufsgruppen unterschiedlich präsentieren und ihre Themen differieren. Psycholog:innen legen den Fokus stärker auf Selbstvermarktung, Expertenpositionierung und Bewerbung eigener Angebote, wobei persönliche und berufliche Inhalte teilweise verschwimmen. Inhaltlich dominieren Alltagsthemen, die primär auf ein Laienpublikum ausgerichtet sind, wie z. B. Schlafprobleme, Prüfungsangst oder Beziehungen. Psychotherapeut:innen wenden sich auch an Fachkolleg:innen und betonen ihre berufliche Rolle. Sie bieten Informationen rund um Psychotherapie, Fachempfehlungen und Unterstützungsressourcen, während persönliche Einblicke seltener sind. Beide Gruppen engagieren sich für psychoedukative Inhalte und Aufklärungsarbeit. Insgesamt liegt ein Schwerpunkt auf dem Engagement und der Interaktion mit der Community. Ethische und berufsrechtliche Hinweise finden sich nur vereinzelt auf den untersuchten Instagram-Profilen. Die Ergebnisse bieten relevante Implikationen für Wissenschaft und Praxis hinsichtlich der professionellen Selbstdarstellung von Psycholog:innen und Psychotherapeut:innen auf Instagram.

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