Framing youth and social media: mixed-methods media discourses before and after Netflix's Adolescence

The Netflix drama Adolescence examines themes of social media use, toxic masculinity and online youth cultures. Fictional portrayals may coincide with shifts in public discourse and media framing of social issues affecting young people.

To examine whether and how news media framing of young people's social media use changed in the UK and Ireland following the release of Adolescence.

Using a mixed-methods content analysis, this study analysed news articles published in the UK and Ireland during the 3 months before and after the release of Adolescence. Quantitative analysis examined changes in the volume and framing of coverage, and qualitative thematic analysis explored dominant narratives and representations of young people's social media use.

Coverage of young people's social media use increased markedly in the period following the broadcast, particularly in UK-based outlets, accompanied by a significant rise in alarmist framing. References to toxic masculinity and incel culture quadrupled, whereas mentions of vulnerable groups, especially young males, doubled. Personal narratives became more frequent and emotionally charged, often linked to bereavement and calls for policy reform. Positive portrayals of social media remained scarce and declined further after release. Many commentaries and policy recommendations were not explicitly linked to a clear evidence base, reflecting more reactive rather than research-informed responses.

This study provides the first real-time mapping of shifts in media discourse around young people's social media use in temporal association with a major cultural event. The findings suggest that fictional portrayals may coincide with intensified moral concern and shifts in policy debate, highlighting the importance of proportionate, evidence-informed media reporting.