Characterizing Media Content and Effects of Organ Donation on a Social Media Platform: Content Analysis

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Abstract

Background

The lack of organ donors has become a barrier for the development of organ transplantation programs, and many countries are currently facing a severe shortage of deceased organs. Media campaigns on social media have the potential to promote organ donation. However, little is known about what kind of media content is the most appropriate for this purpose.

Objective

This study aimed to analyze media posts regarding organ donation on Weibo, a social media platform, and to identify the media themes that are most advantageous in promoting public awareness and attitudes concerning organ donation.

Methods

Based on 16 million social media users’ posts randomly extracted from January 1 to December 31, 2017, 1507 reposts of 141 distinct media posts relevant to organ donation were found. We analyzed the media posts’ themes and examined their effects in promoting public awareness about organ donation by comparing the number of reposts and comments they prompted. The themes’ impact on attitude toward organ donation was gauged using the comments indicating support and intentions for organ donation.

Results

Overall, 5 major themes were identified from the media posts, among which “organ donation behaviors” constituted the highest proportion (58/141, 41.13%). However, themes of “statistical descriptions of organ donation” and “meaningfulness of donation” were the most influential in promoting awareness on organ donation: approximately 3 of 10 commenters for the former theme and 2 of 10 commenters for the latter expressed intentions to become organ donors. These two themes, along with “meaningfulness of organ donation for society,” a subtheme of “meaningfulness of donation,” were the most effective for evoking support and intentions for donation.

Conclusions

A discrepancy was revealed between the media themes that were the most salient on the media agenda and those that were the most effective in increasing organ donation awareness and intentions on social media. These findings provide guidance for campaigns on organ donation. The results also suggest the potential of campaigns on social media for promoting prosocial health behaviors and highlight the importance of strategic message design for serving this goal.

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Most cited references 33

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We review the meaning of the concept of framing, approaches to studying framing, and the effects of framing on public opinion. After defining framing and framing effects, we articulate a method for identifying frames in communication and a psychological model for understanding how such frames affect public opinion. We also discuss the relationship between framing and priming, outline future research directions, and describe the normative implications of framing.

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Author and article information

Contributors

Kaisheng Lai:

School of Journalism and CommunicationJinan UniversityNumber 601 Whampoa Avenue WestGuangzhou, 510632China86 020 38374980kaishenglai@126.com

ORCID: http://orcid.org/0000-0003-2035-9275

Journal

Journal ID (nlm-ta): J Med Internet Res

Journal ID (iso-abbrev): J. Med. Internet Res

Journal ID (publisher-id): JMIR

Title: Journal of Medical Internet Research

Publisher: JMIR Publications (Toronto, Canada )

ISSN (Print): 1439-4456

ISSN (Electronic): 1438-8871

Publication date Collection: March 2019

Publication date (Electronic): 12 March 2019

Volume: 21

Issue: 3

Electronic Location Identifier: e13058

Affiliations

[1 ] School of Communication and Design Sun Yat-Sen University Guangzhou China

[2 ] Intelligence Sharing for Life Science Research Institute Shenzhen China

[3 ] 923 Hospital of Chinese People's Liberation Army Nanning China

[4 ] The First People's Hospital of Kunming Kunming China

[5 ] Guangdong Key Laboratory for Big Data Analysis and Simulation of Public Opinion Guangzhou China

[6 ] School of Journalism and Communication Jinan University Guangzhou China

Author notes

Corresponding Author: Kaisheng Lai kaishenglai@ 123456126.com

Author information

Xiaoya Jiang http://orcid.org/0000-0001-5903-4019

Wenshi Jiang http://orcid.org/0000-0001-7451-917X

Jiawei Cai http://orcid.org/0000-0001-6007-3015

Qingdong Su http://orcid.org/0000-0003-4085-2729

Zhigang Zhou http://orcid.org/0000-0001-5330-7821

Lingnan He http://orcid.org/0000-0001-6679-7487

Kaisheng Lai http://orcid.org/0000-0003-2035-9275

Article

Publisher ID: v21i3e13058

DOI: 10.2196/13058

PMC ID: 6434401

PubMed ID: 30860489

SO-VID: e3e5eb3a-9341-425d-a228-0dbb8d8a9cc6

Copyright © ©Xiaoya Jiang, Wenshi Jiang, Jiawei Cai, Qingdong Su, Zhigang Zhou, Lingnan He, Kaisheng Lai. Originally published in the Journal of Medical Internet Research (http://www.jmir.org), 12.03.2019.

License:

This is an open-access article distributed under the terms of the Creative Commons Attribution License ( https://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work, first published in the Journal of Medical Internet Research, is properly cited. The complete bibliographic information, a link to the original publication on http://www.jmir.org/.as well as this copyright and license information must be included.

History

Date received : 9 December 2018

Date revision requested : 17 January 2019

Date revision received : 11 February 2019

Date accepted : 3 March 2019

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