Celebrity Suicide—A Cause for Media Celebration? Analysis of Three Newspaper Reports

To the editor,

Responsible media reporting of suicide is an effective strategy for suicide prevention. ¹ Media reporting influences the awareness and attitudes of the public about suicide. ² Celebrity suicides are associated with an increase in subsequent suicides as found by studies from different countries and hence needs cautious reporting. ³ There is some evidence that the magnitude of contagion depends on the amount, duration, and nature of suicide coverage in the media. ⁴ An Indian study found that following the suicide of a Hollywood celebrity, media coverage of suicides in general increased and tended to be more sensational and prominent. ⁵ Media reporting of suicide by an Indian celebrity has never been examined. How did the media portray the suicide of a Bollywood celebrity in the backdrop of a global mental health disaster consequent to COVID-19 pandemic?

Report

We examined the reports of the suicide of an Indian Bollywood celebrity in leading newspapers, one in English, the Hindu (Kochi edition), which is the second most circulated English language newspaper in India and two leading Malayalam newspapers in Kerala, Malayala Manorama and Mathrubhumi. The reports on the subsequent day of the incident (June 15, 2020) were assessed for concordance with the Indian Psychiatric Society (IPS) guidelines on media reporting of suicide. ⁶

Was the News Coverage Neutral?

The narratives in the vernacular newspapers were more sensational than in the English one. The vernaculars reports were fictional and catchy in style. All narrations had an emotional tone, more prominent in the vernacular dailies. Both the Malayalam dailies reported surprise and shock. One Malayalam newspaper indirectly blamed the film world. Sensational and glorious reporting of celebrity suicide, during the COVID-19 pandemic and ensuing “mental health pandemic,” can have deleterious consequences. Such “natural advertisement for suicide” ⁷ can adversely influence the vulnerable and those who identify with the celebrity. A neutral reporting style, as advocated by the IPS guideline, was flouted by the Malayalam dailies while the Hindu reporting was more objective.

Was the News Coverage Discreet?

The vernacular newspapers reported the news on the first page and continued with details in inner pages. In one vernacular newspaper, the report was placed in a conspicuous column on the front page. Prominent color photographs of the deceased found a place in both the vernacular newspapers on the front pages. The photographs were eight in Mathrubhumi, seven in Malayala Manorama and four in the Hindu. One of the Malayalam dailies gave a prominent graphic sketch of his life and achievements. The headlines were more prominent in the vernacular newspapers. In one vernacular newspaper, the recent suicide of his celebrity colleague was linked to his suicide and presented in a separate column on the front page. Both vernacular newspapers devoted half of an interior page each for reporting.

In the Hindu, the report was given on the last page with only a brief note of death and a small photograph on the front page. Half of the last page was devoted to his suicide, achievements in life, and philanthropic acts. Photographs of the dead body or method of suicide were not given in any of the newspapers. None of the newspapers used the word “suicide” in the headline. The Hindu had taken exceptional care to avoid the word “suicide” in the narration. The Malayalam dailies poorly adhered to the IPS guideline of discretion in reporting, but the English daily did exercise discretion in reporting. It is commendable that all the three newspapers avoided the style of using direct wording in the headline.

Was the News Coverage Sensitive?

Photographs of the decedent’s weeping sister were seen in the English and one Malayalam daily, while the other carried picture of his mother who died several years ago. The photographs were emotive in nature. Both Malayalam dailies mentioned the recent suicide of his colleague, including the method and speculated connection between the two. One of the dailies gave the photograph of the deceased colleague also. Both Malayalam dailies mentioned his mental health issues and the rumors about his drug dependence. Confidentiality and privacy were breached. Sensitivity in reporting style was lacking.

Other Matters

Celebrity suicides may lead to a contagion effect. The IPS guideline advises special caution while reporting celebrity suicides. The Malayalam dailies disregarded this, but the Hindu attempted to be more concordant with IPS guidelines.

By providing the details of suicide helplines, the Hindu adhered to the IPS guidelines’ positive suggestions for reporting as regards public awareness and destigmatization. The Malayala Manorama shared another celebrity’s experience and advice to seek and offer help during emotionally vulnerable times, thus destigmatizing mental health issues.

All newspapers elaborated and glorified the actor’s biography and achievements. His philanthropic act toward flood-hit Kerala was detailed and his personality was portrayed positively by all dailies.

Discussion

The Malayalam dailies were highly discordant with the IPS and Press Council of India guidelines, ⁸ though a dedicated training had shown some immediate and persisting positive effects. ⁹ The Hindu reporting showed more fidelity to the guidelines. Celebrity suicides are known to cause a copycat phenomenon. Repetitive reporting in newspapers and discussions in mass media continue unabated days after the demise. However, no papers carried messages of mental health experts or positive messages of any celebrity who had circumvented suicidal ideation. These could have enhanced the quality of the reporting.

All the dailies were trying to ascribe a cause. Depression and Bollywood stress were attributed. Monocausal attribution, simplistic conceptualization, and blame apportioning manner of reporting are detrimental to suicide prevention. ¹⁰ The media tends to exaggerate the most proximal cause and ignores the distal causes. To portray suicide in the right perspective, the journalists need to understand the complex and multidimensional nature of suicide. This can avoid irrational speculation, oversimplification, and weaving sensational stories, all having the risk of contagion effect. ¹¹

Suggestions

Periodic combined workshops by mental health professionals and media personnel are recommended for sustained responsible reporting. Modeling by newspapers with balanced reporting styles is advocated. The use of diverse social and electronic media that appeal to youth, guidelines, and monitoring of suicide reporting by these media are essential. Breaking news, channel discussions, and repeated audiovisual portrayal of sensational aspects can trigger vulnerable minds. Regulatory policy for suicide reporting needs to be laid down urgently, particularly in this pandemic period.