The challenges of social marketing of organ donation: news and entertainment coverage of donation and transplantation

An Investigation into the Portrayal of Organ Donation on Grey's Anatomy Seasons 1 Through 15

The current project sought to extend prior research examining organ donation portrayals on Grey's Anatomy by examining the first fifteen seasons. Guided by the health belief model, content analysis revealed more attention was given to benefits of donation than barriers. Contrary to previous research, more attention was given to refuting rather than promoting commonly cited myths. The results also address attention to the health threat as well as Grey's Anatomy's representation of self-efficacy in registering to be an organ donor. Finally, proportion tests revealed significant differences between the types of organs transplanted on Grey's Anatomy compared to organs transplanted in the United States. The results are discussed with an emphasis on portrayal trends throughout Season 1 through 15 as well as the theoretical and practical implications of our findings.

Comercialización social de la donación de órganos en Colombia: un estudio exploratorio

Resumen Este estudio tiene como objetivo determinar las actitudes, creencias y aspectos culturales que motivan a los familiares de las personas fallecidas a donar sus órganos, a través de los cuales el marketing social puede desarrollar acciones que promuevan cambios de comportamiento. Se realizó un estudio de investigación descriptivo exploratorio a través del método de recopilación de información cualitativa con entrevistas en profundidad utilizando un cuestionario semiestructurado, procesado por el software NVivo 11. Descubrimos que las razones por las cuales los miembros de la familia donaron órganos fueron principalmente manifestaciones durante la vida del donante, el deseo de las familias de poder ayudar a otras personas (altruismo) y creencias religiosas.

From Screen to Screening: Entertainment and News Television Media Effects on Cancer Screening Behaviors

The complementary effects of genre-specific media use and information-seeking behaviors on cancer prevention behaviors have been understudied in cancer communication literature. A secondary analysis of the Annenberg National Health Communication Survey (ANHCS) was conducted to investigate the effects of two types of televised media content (i.e., news and entertainment programs) on three types of cancer screening behaviors through active health information seeking behavior (HISB) from other mass media. The results show that routine entertainment and news television viewing significantly predicted HISB above and beyond demographic variables and perceived health status. HISB partially mediated the effects of entertainment and news television viewing on colon cancer and breast cancer screening behaviors (i.e., sigmoidoscopy and colonoscopy, mammogram) while fully mediating their effects on prostate cancer screening behavior (PSA). Future advocacy efforts should continue to use mass media like television to raise awareness of various types of cancer and preventative measures. Additionally, more collaborations should be conducted between public health professionals and content creators to design effective health content on promoting cancer prevention behaviors on mass media platforms.

The Role of Media in Non-Directed (Altruistic) Living Kidney Donation

This study seeks to characterize how non-directed living kidney donors use media and informational resources over the course of their kidney donation journey. We conducted semi-structured interviews with non-directed donors (NDDs) who initiated kidney transplant chains. Interview transcripts were reviewed and references to media or informational resources were classified by type and pattern of use. More than half (57%) of NDDs reported that an identifiable media or informational resource resulted in their initial interest in donation. Two-thirds (67%) of NDDs cited the influence of stories and personal narratives on their decision to donate. After transplant, media and informational resources were used to promote organ donation, connect with other donors or recipients, and reflect on donation. From the study's findings, we conclude that media and informational resources play an important role in the process of donation for NDDs, including inspiring interest in donation through personal narratives. Media sources provide emotionally and intellectually compelling discussions that motivate potential donors. The results of this study may facilitate the development of more targeted outreach to potential donors through use of personal narratives in articles and television programming about donation.

A Content Analysis of Organ Donation Stories Printed in U.S. Newspapers: Application of Newsworthiness

The current study applied a theory of newsworthiness to the topic of organ donation. Specifically, content analysis of newspaper stories published in the United States (N = 1,988) was performed to identify whether deviance and significance of a story predicted story prominence, measured as story length and placement in the newspaper. Results indicated support for study hypotheses: Longer stories and front-page stories pertaining to organ donation were more deviant and more significant in content. Analyses also indicated stories more negative in nature were more likely given front-page coverage, represented international events, and were high on deviance and significance. Higher circulating newspapers were more likely to publish stories recounting negative events in organ donation. Results indicated organ donation coverage represents a valid application of newsworthiness theory, and implications of study findings are discussed in relation to the agenda-setting function of news stories.

An examination of three theoretical models to explain the organ donation attitude--registration discrepancy among mature adults

An inconsistency in the research indicates positive attitudes toward organ donation do not map reliably onto organ donor registrations. Various models have sought to explain this inconsistency and the current analysis formally compared three models: the Bystander Intervention Model (BIM), the Organ Donor Model (ODM), and Vested Interest Theory (VIT). Mature (N = 688) adults between the ages of 50 to 64 years completed surveys related to organ donation. Results revealed that VIT accounted for the most variance in organ donation registrations followed by the BIM and ODM. The discussion emphasizes the importance of employing theories to explain a phenomenon as well as the practical implications of the findings.

Inhibitions and implications associated with celebrity participation in health-related social marketing: an exploratory research focused on HIV prevention in Portugal

This article discusses motivations and inhibitions among celebrities to participate in health-related social marketing. The research identifies the implications that this involvement may have upon their lives. Results from in-depth interviews with 27 Portuguese celebrities show that they expect a fee for endorsements of commercial and government social marketing, despite the positive image they may gain from endorsing public health. The results demonstrate an absence of celebrity prejudice against HIV because of its serious nature and the social stigma attached to AIDS. This research suggests there is a positive bias and presents helpful information for negotiations between institutions and celebrities.

Perceptions about organ donation among African American, Hispanic, and white high school students

We applied the Health Belief Model (HBM) to better understand perceptions of organ donation among African American, Hispanic, and White high school students. We conducted 14 focus groups with 18-year-old students to identify strategies to reach this audience when promoting the First-Person Consent Registry (FPCR) for organ donation. We found that African American, Hispanic, and White high school students are largely unaware of the need for organ donors, and are unfamiliar with how to join the FPCR. Participants identified more barriers to joining the FPCR than benefits. Two aspects of self-efficacy emerged related to joining the FPCR: decisional and task efficacy. Overall, few differences were found with respect to organ donation myths across the three ethnic groups. The results are discussed, with an emphasis on how the findings compare and contrast with previous organ donation research. We focus on message design and dissemination strategies for practitioners targeting 18-year-old high school students with organ donation promotional materials.

Living kidney donor decision making and communication

There is high demand for kidney donors in the United States, and it is widely accepted that living donation is optimal for individuals who need a kidney. Much research has focused on the potential recipient, but little has been studied about the communication and decision making of living kidney donors. Interviews assessed the communication and decision-making processes of 43 kidney donor volunteers. Almost all of the participants were not asked, but instead volunteered, to donate. The majority of donors reported having conversations with the recipient and speaking about their decisions with other individuals in their social networks besides the recipient. Some participants said that they stopped talking to others because of negative feedback. Future research should further examine the communication of donors with non-recipient others and potential methods of training recipients and donors to communicate effectively about the donation process.

Effects of entertainment (mis) education: exposure to entertainment television programs and organ donation intention

This study investigates antecedents and outcomes of entertainment television consumption in organ donation with the Orientation₁-Stimulus-Orientation₂-Response (O₁-S-O₂ -R) model. It reveals that organ donation knowledge seems significantly related to recall of entertainment television programs and attitudes toward organ donation. Meanwhile, recall of entertainment television programs significantly predicts people's perception of medical mistrust, which in turn negatively predicts attitudes toward organ donation, while attitudes toward organ donation significantly predict behavioral intention in signing a donor card. It also suggests significant mediation relationships among the pre-orientation variable, stimulus, post-orientation variable, and attitudinal and behavioral outcomes. This study provides an integrative theoretical framework to study media effects on organ donation and empirical evidence for "entertainment miseducation" (Morgan, Harrison, Chewning, Davis, & DiCorcia, 2007).