The Intersection of Conversation, Cognitions, and Campaigns: The Social Representation of Organ Donation
2009; Wiley; Volume: 19; Issue: 1 Linguagem: Inglês
10.1111/j.1468-2885.2008.01331.x
ISSN1468-2885
Autores Tópico(s)Cultural Differences and Values
ResumoSocial representations theory (SRT) has been underused in the communication field. This theory helps explain the interrelationships between interpersonal communication, cognition, and the mass media, particularly in situations where a new phenomenon emerges that requires some kind of social response. Because organ donation is still poorly understood by the public, in large part because of entertainment television, SRT is well suited to helping researchers and practitioners understand the complex interplay of factors within a population(s) that contribute to reluctance to donate organs after death. In this paper, it is argued that public communication campaigns should include strategies to provoke interpersonal communication about the topic as a means of creating social representations that promote behaviors that support public health.
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