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Presently, more than 111,000 people are waiting for an organ transplant (United Network for Organ Sharing, 2011). Given the impact that this shortage has on individuals, families, and society, research examining factors influencing the decision to become an organ donor is imperative. A report indicate that most Americans learn more about organ donation from television than any other source (Conesa, Zambudio, Ramirez, Canteras, Rodriguez, & Parrilla, 2004). Thus, an important first step is determining what content is covered, as well as how organ donation is depicted, on television news. As part of a larger study on campaign strategies for improving organ donation rates, we examined television news coverage of organ donation across ABC, CBS, CNBC, CNN, FOX, and MSNBC from January 2005 through December 2010. In order to better understand the potential impact these news stories may have on viewers, we employed the Health Belief Model (HBM; Rosenstock, 1974). The following describes the utility of the HBM for analyzing the content of organ donation news transcripts. Drawing from the agenda setting literature, which suggests that the media shapes not only what people think about but also how they think about it, (McCombs & Shaw, 1972) we assert that examining news content provides a meaningful context to better understand why people generally have favorable attitudes toward organ donation and still do not take the step to register to become an organ donor.

An Examination of Organ Donation in the News: A Content Analysis From 2005-2010 of the Barriers to Becoming an Organ Donor