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The Intersection of Conversation, Cognitions, Campaigns, and the Media: The Genesis of the Social Representations of Organ Donation
Unformatted Document Text:  Social representations of organ donation  1  Abstract  Social representations theory has been underutilized in the communication field.  This theory  helps to explain the interrelationships between interpersonal communication, cognition, and the  mass media, particularly in situations where a new phenomenon emerges that requires some kind  of social response.  This paper describes social representations theory and its potential for use in  the communication discipline.  Because organ donation is still poorly understood by the public,  in large part because of entertainment television, social representations theory is well-suited to  helping researchers and practitioners understand the complex interplay of factors within a  population(s) that contribute to reluctance to donate organs after death.  In this paper, it is argued  that public communication campaigns should include strategies to provoke interpersonal  communication about the topic as a means of creating social representations that promote  behaviors which support public health.   

Authors: Morgan, Susan.
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Social representations of organ donation 
1 
Abstract 
Social representations theory has been underutilized in the communication field.  This theory 
helps to explain the interrelationships between interpersonal communication, cognition, and the 
mass media, particularly in situations where a new phenomenon emerges that requires some kind 
of social response.  This paper describes social representations theory and its potential for use in 
the communication discipline.  Because organ donation is still poorly understood by the public, 
in large part because of entertainment television, social representations theory is well-suited to 
helping researchers and practitioners understand the complex interplay of factors within a 
population(s) that contribute to reluctance to donate organs after death.  In this paper, it is argued 
that public communication campaigns should include strategies to provoke interpersonal 
communication about the topic as a means of creating social representations that promote 
behaviors which support public health. 
 


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