MENTAL HEALTH AS PERFORMANCE: A METHODOLOGY OF DISCURSIVE ANALYSIS ON COMMUNICATION, CONSUMPTION AND MEMORY.

This article presents a methodological approach to investigate how mental health is performed on Instagram, articulating with communication practices, symbolic consumption, and the construction of collective memory. The study aims to understand how visual and textual discourses transform emotional experiences into shareable content and cultural products. The methodology of Discourse Analysis, applied to three representative cases through an analytical protocol, contemplates discursive, aesthetic, emotional and subjective interpellation dimensions. The result reveals that the analyzed posts aestheticize psychic suffering, simplify emotional experiences and promote models of subjectivity based on self-sufficiency, productivity and constant positivity. The conclusions point to the need to critically reflect on the effects of this narrative on the way mental health is understood, consumed, and memorized on digital platforms.