Men’s Preferences for Language and Communication in Mental Health Promotion: A Qualitative Study

Tailored language and communication strategies underpin men's engagement with public health initiatives. The aim of this study was to explore men's preferences for language and communication in mental health promotion and provide recommendations for current and future programs. A sequential mixed-methods design was used including five focus groups and 21 individual interviews with 64 men. Interpretive description was used to inductively derive three themes: (1) Using coded language to confer mental health, which highlighted the tacit meaning and implications of language as well as men's covert strategies to communicate their challenges and emotions; (2) Summoning masculine capital with association and metaphors, wherein men's strategies for conveying mental health in acceptable and relatable ways are chronicled; and (3) Dynamism language to signal action and growth, illustrating participants' preference for strength-based approaches and gain-framed messaging that positions men as drivers of self-management and personal development. Important implications for men's mental health promotion are discussed.