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Organ donation on Web 2.0

A new paper just came out in Health Communication authored by Tian:

This study examines the content of and audience response to organ donation videos on YouTube, a Web 2.0 platform, with framing theory. Positive frames were identified in both video content and audience comments. Analysis revealed a reciprocity relationship between media frames and audience frames. Videos covered content categories such as kidney, liver, organ donation registration process, and youth. Videos were favorably rated.

No significant differences were found between videos produced by organizations and individuals in the United States and those produced in other countries.

The findings provide insight into how new communication technologies are shaping health communication in ways that differ from traditional media. The implications of Web 2.0, characterized by user-generated content and interactivity, for health communication and health campaign practice are discussed.

Just to share an example how social media can raise attention to the organ donor problem, last year I described the Half the Men project:

16 Comments Post a comment
  1. Undeniably believe that which you mentioned. Your favorite validation seemed to be on the internet the easiest factor to understand. I say to you, We definitely obtain annoyed while individuals consider worries they simply donít learn about. You managed to strike the actual nail upon the top in addition to described the whole thing with out side-effects , individuals can take an indication. Will probably be to get more. Thanks

    August 12, 2011
  2. Awesome information it is definitely. Friend on mine has been awaiting for this info.

    September 1, 2011

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