Susan E. Morgan

Cheesecake and beefcake: No matter how you slice it, sexual explicitness in advertising continues to increase

Previous research revealed that sexually oriented appeals in American advertising had become increasingly explicit through the mid-1980s. This study updates earlier research by assessing images of women and men in magazine ads in 1983 and 1993. Results show that both genders were portrayed more explicitly and through more sexually intimate contact in 1993. Women were three times more likely than men to be portrayed explicitly, but for the first time, images of men were shown to be more explicit in the 1990s, albeit in smaller numbers than women. Portrayals of women and men were most explicit in womens and mens magazines.

In their own words: the reasons why people will (not) sign an organ donor card.

This multisite, qualitative study of 78 family-pair dyads provides rich data on the reasons people cite for (not) wanting to sign an organ donor card in the context of family conversations. In this study, dyads were videotaped as they discussed 8 questions pertaining to their views on organ donation, beginning with the most general opinions and progressing to more detailed questions. Analysis of the transcribed data revealed that the most common reasons for wanting to donate organs were based on religion or a desire to help other people in need. The most common reasons cited for not wanting to donate organs were mistrust (of doctors, hospitals, and the organ allocation system), a belief in a black market for organs in the United States, and deservingness issues (that ones organs would go to someone who brought on his or her own illness, or who could be a “bad person”). One of the most surprising findings is that religion is offered far more often as a rationale for wanting to help sick people through organ donation than it was for not wanting to donate organs. These findings both support and contradict past studies based on quantitative survey data. Implications for the construction of more effective future organ donor campaigns are discussed.

Family discussions about organ donation: how the media influences opinions about donation decisions

Abstract:  In this study, 78 family pair dyads (spouses, parent–child pairs, or siblings) were brought into an interaction laboratory set up like a living room. After being briefed on the study, family members discussed a series of eight questions about their thoughts and opinions about organ donation. Thematic analysis of the thousands of pages of transcripts revealed that family members believe that they receive important information about organ donation through the media. Unfortunately, the most influential information came from sensationalistic, negative media portrayals. The myths that seem to be the most actively referenced by the media include premature declaration of death, the transference of personality traits from donor to recipient, a US black market for organs, corruption in the medical community, and corruption in the organ allocation system (which allows celebrities to get transplants first). Although these are not the only myths that the generally public holds to be true, the media is a powerful source of support for these particular myths. Therefore, such myths must be countered effectively if greater consent for organ donation is to be attained.

Examining the Decision to Talk with Family About Organ Donation: Applying the Theory of Motivated Information Management

Research on organ donation suggests a strong association between family discussions about the issue and final organ donor status. However, very few studies have examined the factors that influence individuals’ willingness to talk directly to their family about this topic or the impact of these discussions. This investigation provides a partial test of a newly developed theory of information management to better understand the processes of family discussions about organ donation. Results from two studies generally support the utility of the theory in this context, suggest ways in which organ donation campaigns may improve their effectiveness, and recommend future directions for researchers in this area. Moreover, the data show differences across ethnic groups that support and extend past work in this area.

Entertainment (Mis)Education: The Framing of Organ Donation in Entertainment Television

Researchers and practitioners who have sought to understand public reluctance to donating organs in spite of favorable attitudes toward organ donation have long thought that belief in myths about donation contribute to the problem. How these myths emerged and more important, why they have persisted in spite of national education campaigns is not clear. In the absence of direct personal experience with organ donation or transplantation, we believe that most people receive their information about donation through the media. In this study, we identify all entertainment television shows with organ donation storylines or subplots broadcast on ABC, NBC, CBS, and FOX from 2004–2005. Frame analysis reveals 2 competing metaframes: the moral corruption of the powerful and organ donors are good people. In addition to the metaframes, 4 secondary frames, and 6 tertiary frames are identified. Organ donation is framed in mostly negative terms, with a few notable exceptions. Recommendations for how to address negative framing of organ donation in the media are offered.

Predictors of exposure from an antimarijuana media campaign: outcome research assessing sensation seeking targeting.

Using data from a large-scale antimarijuana media campaign, this investigation examined the demographic and psychographic variables associated with exposure to public service announcements designed to target high sensation-seeking adolescents. The literature on sensation seeking indicates that adolescents high in this trait are at greater risk for substance abuse. Analyses assessed the predictive utility of various risk and protective factors, normative influences, demographic variables, and marijuana-related attitudes, intentions, and behaviors on campaign message exposure. Results confirm that level of sensation seeking was positively associated with greater message exposure. In addition, viewers reporting greater exposure were younger adolescents who indicated that they had poor family relations, promarijuana attitudes, and friends and family who used marijuana. Implications for designing future antimarijuana messages based on these findings are discussed.

Saving Lives Branch by Branch: The Effectiveness of Driver Licensing Bureau Campaigns to Promote Organ Donor Registry Sign-Ups to African Americans in Michigan

African Americans are disproportionately represented on the national waiting list for organ transplantation. Promoting organ donor registries is one way to improve the possibility that those on the waiting list can receive a life saving transplant. Driver licensing bureaus have been suggested as an efficient site for campaigns aimed at increasing state-based registry sign-ups. Previous research has suggested these campaigns work well for Caucasian populations, but there is less evidence supporting this approach in more diverse populations. To determine whether more diverse populations demonstrate similar sign-up rates when receiving a driver licensing bureau campaign, the present study used a previously successful strategy as the basis for designing and disseminating materials that would appeal to African Americans and Caucasians in two diverse counties in the state of Michigan (Wayne and Oakland Counties). Communication design and media priming served as the theoretical foundations of a three-prong campaign that used mass media, point-of-decision, and interpersonal components. Results from countywide and zip code data indicate that the campaign greatly increased sign-ups among African American residents (700% increase above baseline). Although more Caucasians still signed up than did African Americans, the inclusion of an interpersonal component resulted in similar numbers of registry sign-ups during 2 intervention months. The study provides evidence supporting the use of driver licensing bureau campaigns to promote organ donation registries to diverse audiences.

The role of religiosity, religious norms, subjective norms, and bodily integrity in signing an organ donor card.

This article examines the influence of religiosity, religious norms, subjective norms, and bodily integrity (the extent to which people think the body should remain unaltered after death) on intent to donate organs postmortem. A total of 4,426 participants from 6 universities completed surveys for this study. The results indicate that religiosity and religious norms had a nonsignificant effect on willingness to donate. In addition, attitudes toward donation had a weak positive relationship on intent to donate, whereas subjective norms exerted a modest positive relationship on intent to donate. Finally, the results reveal a strong direct and indirect effect of bodily integrity on intent to donate.

Promoting the Michigan Organ Donor Registry: Evaluating the Impact of a Multifaceted Intervention Utilizing Media Priming and Communication Design

There are currently more than 100,000 individuals waiting for an organ transplant. Organ donor registries represent the easiest and most concrete way for people to declare their intent to donate, but organ donor registries are vastly underutilized. This study reports a campaign intervention designed to increase the rate of joining the Michigan Organ Donor Registry. Grounding intervention development in the theoretical principles of media priming and communication design, the intervention took place in two waves in three counties in Michigan. Each intervention consisted of a media component, point-of-decision materials, and an interpersonal component. Increases in registration rates of 200 to 300% in each intervention county, compared to stable statewide trends in registry rates, provide evidence of highly successful intervention efforts. The rate of registry increase in intervention counties was approximately 1,900% higher than statewide on a per capita basis.

The Challenges of Social Marketing of Organ Donation: News and Entertainment Coverage of Donation and Transplantation

ABSTRACT While great strides have been made in persuading the public to become potential organ donors, actual behavior has not yet caught up with the nearly universally favorable attitudes the public expresses toward donation. This paper explores the issue by situating the social marketing of organ donation against a broader backdrop of entertainment and news media coverage of organ donation. Organ donation storylines are featured on broadcast television in medical and legal dramas, soap operas, and other television serials approximately four times per month (not including most cable networks), and feature storylines that promote myths and fears of the organ donation process. National news and other non-fictionalized coverage of organ donation are even more common, with stories appearing over twenty times a month on average. These stories tend to be one-dimensional and highly sensationalized in their coverage. The marketing of organ donation for entertainment essentially creates a counter-campaign to organ donation, with greater resources and reach than social marketers have access to. Understanding the broader environmental context of organ donation messages highlights the issues faced by social marketing campaigns in persuading the public to become potential donors.