@article{2026:altendorfer:content_m,
title = {Content, motives, ethics: How are psychologists and psychotherapists representing themselves on Instagram?},
year = {2026},
note = {Psychological professionals are increasingly using social media for
digital health promotion, disseminating psychoeducational content and
correcting inaccurate and misleading information. In this context,
psychologists and psychotherapists face various challenges. Research
on their professional presence and communication on social media is
still limited. This study examines how psychologists and
psychotherapists present themselves on Instagram, what motives can be
inferred from their profiles and content, which content types dominate
and to what extent ethical and professional regulations are apparent.
Using qualitative content analysis, 20 Instagram profile descriptions
with 254 story highlights from German-based psychologists and
psychotherapists were systematically analyzed. Results indicate that
both professional groups present themselves differently and address
different topics. Psychologists tend to focus more on self-promotion,
positioning themselves as experts and advertising their services, with
personal and professional content often overlapping. Their content is
dominated by everyday topics like sleep problems, exam anxiety or
relationships, primarily aimed at lay audiences. Psychotherapists also
target professional peers and emphasize their professional role,
providing information about psychotherapy, expert recommendations and
support resources while offering fewer personal insights. Both groups
are actively engaged in psychoeducational work and educational
outreach. Overall, there is a strong emphasis on community engagement
and interaction. Ethical and professional references are only
sporadically found in analyzed Instagram profiles. Findings offer
relevant implications for science and practice regarding
psychologists’ and psychotherapists’ professional
self-presentation on Instagram.},
journal = {SCM Studies in Communication and Media},
pages = {136--165},
author = {Altendorfer, Laura-Maria},
volume = {15},
number = {1}
}