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There is a rich body of literature regarding the media effects on important mental health outcomes such as depression and suicide. We assessed the accuracy of health practitioners’ subjective theories about media effects on depression-related outcomes and identified blind spots in academic research. Semi-structured qualitative interviews with 82 psychiatrists and psychotherapists were conducted in Germany. The participants imparted heterogeneous subjective theories ranging from simplistic extreme positions (no effects at all, the magic bullet theory) to more nuanced conceptions (reinforcement models, differential susceptibility). This study provides suggestions to manage possible media effects in clinical practice.