C.A.R.E. To Challenge Stigma? A Directed Qualitative Content Analysis of Division I Mental Health Webpages
DOI:
https://doi.org/10.17161/jis.v19i2.23973Keywords:
mental health, college athletics, grey literature, online, stigma reductionAbstract
Stigma surrounding mental health in sports is common and damaging. It often prevents athletes from seeking help, as athletes may feel fear of being judged or perceived as weak by teammates, coaches, and administrators when disclosing they may need help. Grey literature – such as athletic department mental health webpages – serves as a publicly accessible, non-academic communication tool that can reduce stigma and facilitate help-seeking by delivering clear, relatable, and evidence-informed mental health information to athletes and their support networks. Webpages can serve as accessible, proactive tools that educate, connect, and guide athletes toward care before crises emerge—making thoughtful design the key to meaningful impact. Through a directed qualitative content analysis (DQCA) of Division I Power Five (DI P5) athletic departments mental health webpages, this research explores what mental health information is presented and which anti-stigma strategies are used to encourage help-seeking among users. Findings demonstrated the content and organization of these webpages varied widely and notably lacked key content, including a lack of personal narratives, universal screenings tools, clear expectations about the help-seeking process, and detailed descriptions of available resources. Based on these findings, the C.A.R.E. framework is proposed – a practical guide for structuring mental health webpages to reduce stigma and encourage timely help-seeking.
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Copyright (c) 2026 Tyler A. Williams, Lauren Beasley, Ph.D., MS, LMSW , Beth Cianfrone, Ph.D. , Jay Kennedy, LMSW
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