Communicative and Economic Dimensions of the Relationship Between Framing Effect and Organ Donation

Abstract

Abstract: The article focuses on an analysis of effective communication approach in different groups of society considering a very important health issue that affects the economic system in Bulgaria – organ donation. The aim is to present economic effects for the state budget of the organ donation policy in Bulgaria and to propose solutions for improving the situation using appropriate public communication campaigns and rhetoric. The topics of research are related to the opportunities to obtain a kidney for the purposes of transplantation and how to articulate this socially sensitive theme. The hypothesis is that synchronized actions between institutions are necessary to implement a complex communication campaign in relation to this socially significant problem like organ donation. In order to reach different groups of society, adequate communication techniques and use of modern communication channels is required. The methodology includes desk research, presenting secondary statistical information from various administrative institutions and comparative analysis. The best performing European countries in terms of transplant policy are considered as an example for implementing good practices. Since public communication is a powerful means for influence, an alternative based on the framing effect is proposed as a rhetoric instrument for dealing with this economic and social problem. Keywords: public communication, framing effect, donation policies, organ donation, kidney transplantation, economic aspects.