With the advent of the era of big data, the financial media space has become an important platform for mainstream media to carry out information dissemination. Schizophrenia is a serious mental illness, and sufferers often face social discrimination and psychological distress. For mainstream media, how to effectively disseminate information about schizophrenia in the era of big data, and how to guide the public to have a correct understanding and compassion for patients, is an urgent problem to be solved.

Based on big data, this study selects reports, comments and user comments about schizophrenia from mainstream media, and collates and analyzes these data through SPSS23.0, so as to explore the psychological and emotional communication mode and effect of mainstream media on schizophrenia patients.

It can be seen from the analysis that there are exaggerations and distortions in some mainstream media reports on patients with schizophrenia, leading to misunderstandings and fears of the public. Moreover, the report on schizophrenic patients lacks in-depth understanding and care, and only focuses on the news value of cases, ignoring the humanistic care and social integration of patients.

In the era of big data, popular science and education on mental diseases should be strengthened to reduce discrimination and exclusion of patients. At the same time, mainstream media should enhance their sense of social responsibility, avoid misleading and discriminatory reports, and provide more support and help for patients with schizophrenia.