Beyond Entertainment: The Impact of Television Drama On Viewers' Motivation to Register for Organ and Tissue Donation

Theoretical Background and research questions/hypothesis:

There are more than 105,000 people in the United States on the nation’s organ transplant waiting list, and an average of 18 people who die each day.  Having a low number of organ and tissue donors is one of the factors that lead to such an outcome.  One way to encourage the public to register for organ and tissue donation is through television.  However, studies suggest that there is a large amount of inaccurate information that perpetuates myths and misconceptions, pushing viewers against organ and tissue donation.  Knowing from previous research that the public relies heavily on television for information about organ and tissue donation, this study addresses the effect of television drama on the viewers’ perception of this health topic, and their motivation to register.   

Methods and Results (informing the conceptual analysis): 

One example is Three Rivers (CBS), a medical drama that goes inside the emotionally complex lives of organ donors, the recipients, and the surgeons at a transplant hospital in Pittsburgh, Pennsylvania.  In September 2009, an online survey (N = 1,325) was used to analyze the impact of the first episode of Three Rivers on its viewers.  Since donation/transplantation professionals’ history and intent can make them more prone to recognize the myths and register for organ and tissue donation, the results were stratified by donation/transplantation professionals, and the general public. Using multiple regression analysis, this study revealed a new conceptual model that emphasizes the importance of positive interpersonal communication.  Perceived accuracy and entertainment value of the episode encouraged professionals and the general public to positively communicate with others about organ and tissue donation.  Both groups had greater recognition of the myths about organ and tissue donation if they paid attention to the storyline and positively talked with others about it.  The association of myth recognition with motivation to register was stronger for the general public than for donation/transplantation professionals.  Viewers were less likely to recognize the myths if they were entertained by the episode but did not talk about it with others. 

Conclusions: 

This study suggests that, after being exposed to an organ and tissue donation storyline, perceived accuracy and entertainment value simultaneously push viewers to discuss organ and tissue donation with others. Positive interpersonal communication is also found to be an important step to help viewers recognize the different myths and misconception, and motivate them to register.

Implications for research and/or practice:

In practice, health communication campaigns should not only rely on an accurate and entertaining television show, but also encourage viewers to positively discuss organ and tissue donation with others. Also, two different opportunities of future research are envisioned; it is important to investigate what constitutes a positive interpersonal communication and evaluate the effectiveness of a program that relies on such a strategy.