| Summary: | 碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 97 === In recent years, the technical quality of Taiwan medical treatment is having great advancement. Take the “organ transplantation” as an example, this technology in Taiwan is superior to many countries. However, the percentage of the organ donation in Taiwan is relatively lower than other western countries. According the studies, people in Taiwan have little acceptability of organ donation due to the traditional thinking in religions or the old folk belief.
The media has enormous influence on the thinking of the masses. This study probes into the issue management of organ donation, discusses the process how the media reports it, and interprets the relationship between the present issue of organ donation and the media coverage to provide as the reference materials for the active public issue management in the future. The study adopts the content analysis and in-depth interviews. The content analysis takes 360 sample that is related to organ donation from United Daily News between the years of 1993 and 2007. The in-depth interviewees are aimed at the issue promoters, people for organ procurement, and the journalists.
The results find that the issue of organ donation is experiencing the resolution stage. More and more problems need to be regulated by the law. Some regulations have solved these problems, some have not. The advocates tend to adopt the focus strategy to draw the attention of the media and masses. The main reason to influence the prevailing of organ donation is that people have the false perceptions such as brain death diagnosis and religious identity. Furthermore, the advocates prefer adopting the strategy of activities to draw the media’s attention, rather than holding an informal discussion meeting or dispatching a news release. However, the media mostly put the organ donation reports in the local area, rather than in the national one.
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