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'Be a teacher after death': The message strategies of the body donation campaign in Taiwan
Unformatted Document Text:  3 successfully secured more than 320 bodies and more than 9,800 pledges. Such an overwhelming response from the public to the campaign messages is indeed exceptional and worthy of academic investigations. How could this campaign be so successful given all kinds of inhibiting/contradictory Chinese traditional values existing in the psychological systems of its citizens? How did the campaign organizers market such an unappealing idea that is strongly associated with death— a taboo topic in a Chinese community? Preliminary investigation indicates that Tzu-Chi’s campaign integrates religious (Buddhist) teachings, life-saving needs, prestigious university medical training necessity, respectable charitable causes, pervasive mass media network, trustworthy interpersonal grapevines and inspiring ritualistic activities to promote the idea of body donation. However, it is argued that the fundamental of its success lies in its message strategies. It is the campaign message that sets up the platform for the persuasion process and elicits desired attitudinal and behavioral changes from the target audience. Therefore, this study, which analyzes the message strategies employed by Tzu-Chi Foundation in the body donation campaign, attempts to achieve two objectives: 1) To examine how the campaign message was framed to counteract or minimize the resistant forces originated from the traditional value systems, and 2) to identify the implications of this successful communication campaign has on heath communication.

Authors: Chang, Hao-Chieh. and Leung, Kenneth W. Y..
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successfully secured more than 320 bodies and more than 9,800 pledges. Such an
overwhelming response from the public to the campaign messages is indeed
exceptional and worthy of academic investigations.
How could this campaign be so successful given all kinds of
inhibiting/contradictory Chinese traditional values existing in the psychological
systems of its citizens? How did the campaign organizers market such an unappealing
idea that is strongly associated with death— a taboo topic in a Chinese community?
Preliminary investigation indicates that Tzu-Chi’s campaign integrates religious
(Buddhist) teachings, life-saving needs, prestigious university medical training
necessity, respectable charitable causes, pervasive mass media network, trustworthy
interpersonal grapevines and inspiring ritualistic activities to promote the idea of body
donation. However, it is argued that the fundamental of its success lies in its message
strategies. It is the campaign message that sets up the platform for the persuasion
process and elicits desired attitudinal and behavioral changes from the target audience.
Therefore, this study, which analyzes the message strategies employed by Tzu-Chi
Foundation in the body donation campaign, attempts to achieve two objectives: 1) To
examine how the campaign message was framed to counteract or minimize the
resistant forces originated from the traditional value systems, and 2) to identify the
implications of this successful communication campaign has on heath communication.


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