Table 1. Outline of coding framework.

Primary category	Definition	Example Weibo post
Themes
Sharing experience	Sharing personal experience as a suicide attempter or a witness	“I just saw a person broadcasting suicide live on Weibo…”
Discussing case	Discussing details about a specific case (e.g., personal information, suicide motivation, suicide method, situation and progress, and the final consequence)	“Whether or not that person broadcasting suicide live on Weibo has died??”
Distributing news	Describing or linking relevant news	“A man broadcasting live suicide has been saved by other users http://...”
Promoting literacy	Providing professional information to improve mental health literacy or raise public awareness, and encouraging discussion about suicide attempts broadcast on social media	“I really have followed through with the whole process! Really died! The nature of broadcasting live suicide needs to be examined from the perspective of psychology or communication.”
Providing resources	Providing advice and support to attempters or calling for help	“It seems to be live broadcast of suicide…Help.”
Expressing general opinion	Expressing one’s general opinion towards suicide attempts broadcast on social media	“Live broadcast of suicide has become such a recent popular trend…”
General attitudes
Supportive	Sympathising and encouraging the individual making the attempt	“It is my first time seeing live Weibo broadcast of suicide. I have been feeling really sad the whole night…sigh.”
Neutral	Indicating a neutral attitude towards the suicide attempt	“Weibo has become a popular place for broadcasting live suicide”
Unpleasant	Having a feeling of discomfort, unhappiness, and revulsion towards the suicide attempt	“Someone is broadcasting live suicide? It is horrible.”
Stigmatising	Disgracing and dishonouring the suicide attempt	“All the people who commit suicide are stupid. However, the people who broadcast suicide live on Weibo are the most stupid among all”
Stigmatising attitudes
Stupid	Belief that those broadcasting their suicide attempts are silly or unwise	“Broadcasting suicide live on Weibo is the stupidest, stupidest, and stupidest act in the world!”
Shallow	Belief that those broadcasting their suicide attempts show a lack of serious or careful thought	“#A Sichuan girl broadcasted live suicide# It means the opposite of the idiom ‘thinking twice before acting’. She is such a reckless person.”
Embarrassing	Belief that the suicide attempt is shameful	“Live broadcast of suicide. Why. It is a bad influence. Committing suicide is too private to share. BBQ is much better than charcoal-burning suicide.”
Deceitful	Belief that the suicide attempt is fake	“Don’t be fooled by them, how can we ensure that people broadcasting live suicide really want to die??”
Vengeful	Belief that those broadcasting their attempts express a strong wish to punish someone	“The man broadcasting live suicide did not appreciate the life he had. If so, how can he be expected to appreciate some else’s life? If he was still alive, who knows whether he would launch a suicide bombing attack on a bus”
Weak	Belief that those broadcasting their attempts show a lack of strength and cannot sustain pressure	“How could the person be so weak? Live Weibo broadcast of suicide ”
Selfish	Belief that those broadcasting their attempts only think of their own advantage	“I saw a person broadcasting suicide live on Weibo just before sleep. That man doesn’t love you anymore. Killing yourself is never worth it! You are such a selfish person! Taking your time and thinking about your parents!”
Immoral	Belief that the attempt violates some moral laws, norms or standards	“#A Sichuan girl broadcasted live suicide# Live broadcast of suicide sets a very bad example for children”
Pathetic	Belief that those broadcasting their attempts do not deserve to be respected, due to their unsuccessfulness and uselessness	“When I came back at night, that boy broadcasting suicide live on Weibo in the morning has died. Thanks for Darwin’s theory of evolution by natural selection.”
Glorified/normalised	Belief that the attempt is a personal right or a sign of noble souls, bravery and strength	“Live Weibo broadcast of suicide. So cool! http://...”
Strange	Belief that it is difficult to understand those who broadcast their attempts	“I can understand why people commit suicide. But I can never understand why people commit such an unusual live broadcast of suicide.”
Perceived motivations
Seeking attention	The reason for broadcasting the attempt is to make oneself famous on social media	“Having many followers is so important. If not, few persons can introduce your live broadcast of suicide to others. What a shame.”
Seeking help/support	The reason for broadcasting the attempt is to seek help or support from others	“ ‘Live broadcast of suicide’ is an act of ‘performing help-seeking behaviour’ http://...”
Threatening	The reason for broadcasting the attempt is to threaten others to gain an advantage	“The man broadcasting live suicide doesn’t really want to die. He probably wants to get his ex-girlfriend back. The person who really wants to die should only leave a suicide note and kill oneself quietly.”
Escaping	The reason for broadcasting the attempt is to escape day-to-day problems (e.g., stress, family arguments, difficulties at work, and financial difficulties)	“A couple of hours ago, one person broadcasted live suicide and another person engaged in live elopement. Although both of them are motivated to escape from reality, they have gone to separate places now. Bless them all!”
Suffering from mental illness	The reason for broadcasting the attempt is due to mental illness	“#A Sichuan girl broadcasted live suicide# I have read her posts. I think she is mentally ill…Be quick to receive treatment at any hospital. I have already recovered from my mental illness”
Desired responses
Saving and supporting	Indicating great willingness to save and support those who broadcast their attempts	“I just read a message saying a DJ, who works at a broadcast station, broadcasted suicide live on Weibo. He has 70 thousand followers on Weibo, but there was not even one person who did any help for him at that time…. When you meet people who go through similar situations, please do something to help them. We must help them. Thanks all.”
Saving but separating	Indicating willingness to save those who broadcast their attempts, but advocating to separate them from others	“It is my response to people broadcasting suicide live on Weibo. No reports, no comments, no forwards, but calling the police! Because any comment or forward might increase pressure on people with depression and inspire others to put their suicidal ideas into practice. My response should be good for both individuals and communities.”
Saving but punishing	Indicating willingness to save those who broadcast their attempts, but advocating to criticise, shame, and punish them	“To people broadcasting suicide live on Weibo, we should give them a good scolding after saving them!”
Not saving	Indicating reluctance to save those who broadcast their attempts	“Do not save people broadcasting live suicide! You have the right to kill yourself, but I don’t have a responsibility to save your life.”
Encouraging suicide	Indicating an intention to encourage people, who broadcast their attempts, to complete suicide	“Please be quick! Anyone who broadcasts suicide live on Weibo doesn’t deserve to be respected!”