Non-suicidal self-injury (NSSI) is a common and increasingly prevalent maladaptive coping method, often used by adolescents. The role of the media in the transmission of NSSI acceptance and adoption in mainstream culture is explored in this article. The increasing reach of the media, the particular susceptibility of adolescent and young adults to it, and the growing presence of NSSI content in media is examined. Mechanisms for media influence, as well as a brief review of an approach to counter them by promoting the development of media literacy skills, are included.