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'Be a teacher after death': The message strategies of the body donation campaign in Taiwan
Unformatted Document Text:  20 for each cadaver ready for dissection. Students of Tzu-Chi Medical School were required to treat these cadavers as individuals with names and to write thank-you letters to the cadavers they dissected at the end of the semester. Such practices were covered in the campaign message distributed via various channels. In the book form, the testimonial from each body donor’s surviving family members was also featured to personalize each body donor. In terms of dignification, the campaign message featured rituals that were practiced by Tzu-Chi Foundation and Medical School to dignify the treatment of cadavers. For instance, religious ceremonies were performed to pay respect to the cadavers before and after dissection. All students and faculty members in Tzu-Chi Medical School were required to attend these ceremonies. After dissection, students were required to “piece” back and close up the cadavers. Each cadaver would be put in a specially designed silk body bag and cremated. Its ash would then be put into a crystal urn and placed in a memorial room. These rituals in addition to the titles (e.g., whole-body Bodhisattva) created to laud the body donors sent out a message that body donation was an admirable act that deserved respect and appreciation. IMPLICATIONS OF FINDINGS TO HEATH COMMUNICATION The message strategies employed by Tzu-Chi Foundation’s campaign for body donation not only tried to make people feel more comfortable with the topic of death

Authors: Chang, Hao-Chieh. and Leung, Kenneth W. Y..
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for each cadaver ready for dissection. Students of Tzu-Chi Medical School were
required to treat these cadavers as individuals with names and to write thank-you
letters to the cadavers they dissected at the end of the semester. Such practices were
covered in the campaign message distributed via various channels. In the book form,
the testimonial from each body donor’s surviving family members was also featured
to personalize each body donor.
In terms of dignification, the campaign message featured rituals that were
practiced by Tzu-Chi Foundation and Medical School to dignify the treatment of
cadavers. For instance, religious ceremonies were performed to pay respect to the
cadavers before and after dissection. All students and faculty members in Tzu-Chi
Medical School were required to attend these ceremonies. After dissection, students
were required to “piece” back and close up the cadavers. Each cadaver would be put
in a specially designed silk body bag and cremated. Its ash would then be put into a
crystal urn and placed in a memorial room. These rituals in addition to the titles (e.g.,
whole-body Bodhisattva) created to laud the body donors sent out a message that
body donation was an admirable act that deserved respect and appreciation.
IMPLICATIONS OF FINDINGS TO HEATH COMMUNICATION
The message strategies employed by Tzu-Chi Foundation’s campaign for body
donation not only tried to make people feel more comfortable with the topic of death


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