Representações sociais das campanhas de doação de órgãos na mídia digital no Brasil

Abstract

The number of organ transplants in Brazil increased by 15.7% in the first half of 2017, compared to the same period last year. However, experts believe that the index could be more satisfactory if the population had more access to information about organ donations. This descriptive study of campaigns on organ donation sought to reach the social representations attributed to the theme. The published campaigns to the official health websites were submitted to content analysis and evaluation among judges. From this, we found 22 print campaigns and 18 videos available for access in the period from 2015 to 2017. The main findings show that the contents of the campaigns refer to the category of emotional awareness, generating a favorable feeling for organ donation, but it was not considered informative. In addition, the presentation in metaphors required the receiver to approach with the subject for your understanding.