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'Be a teacher after death': The message strategies of the body donation campaign in Taiwan
Unformatted Document Text:  1 “Be a Teacher after Death”: The Message Strategies of the Body Donation Campaign in Taiwan Abstract This study examines the message strategies employed in the body donation campaign in Taiwan. Despite several possible resistant forces pervasive in the Taiwanese society, the campaign was effective in modifying existing/traditional value system, instilling confidence and motivation with individuals and presenting a humanistic picture of human body dissection. Through the use of various frames, the campaign message successfully reinterpreted or redefined the key concepts related to body donation, which made them more acceptable to the recipients. Implications of the persuasive approaches employed in the body donation campaign to health communication were also discussed. Key words: Body donation Public communication campaign Message strategies Tzu-Chi Foundation

Authors: Chang, Hao-Chieh. and Leung, Kenneth W. Y..
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1
“Be a Teacher after Death”: The Message Strategies of
the Body Donation Campaign in Taiwan
Abstract
This study examines the message strategies employed in the body donation campaign
in Taiwan. Despite several possible resistant forces pervasive in the Taiwanese society,
the campaign was effective in modifying existing/traditional value system, instilling
confidence and motivation with individuals and presenting a humanistic picture of
human body dissection. Through the use of various frames, the campaign message
successfully reinterpreted or redefined the key concepts related to body donation,
which made them more acceptable to the recipients. Implications of the persuasive
approaches employed in the body donation campaign to health communication were
also discussed.
Key words:
Body donation
Public communication campaign
Message strategies
Tzu-Chi Foundation


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