The Power of Narratives: The Effect of Entertainment Television Organ Donation Storylines on the Attitudes, Knowledge, and Behaviors of Donors and Nondonors

Abstract

Drawing on theories of social learning, social representations and the organ donation model, online surveys were used to examine the impact of organ donation storylines of 4 U.S. television dramas (CSI: NY, Numb3rs, House, and Grey’s Anatomy) on viewers’ attitudes, knowledge, and behaviors. Results revealed that viewers acquired knowledge from the content of each drama, despite the fact that some content was inaccurate. Viewers who were not organ donors prior to exposure to the dramas were more likely to decide to donate organs if the drama explicitly encouraged donation, portrayed characters revealing how they had become donors and discussed the merits of donating. Viewers were also more likely to become an organ donor if they were emotionally involved in the narrative. Implications for using dramas to educate and motivate the public were discussed. doi:10.1111/j.1460-2466.2008.01408.x With the U.S. transplant waiting list now approaching 100,000 people (www.unos.org), the importance of encouraging organ donation has never been greater. Unfortunately, consent rates have not kept pace with the continually growing demand. This need is in part due to high rates of some common diseases such as heart disease and diabetes, and thus affects members of minority groups disproportionately, particularly African Americans. Former U.S. Secretary of Human Services Tommy Thompson perceived the need to be so urgent that he launched several national incentives during his tenure in order to support public education about organ donation. Unfortunately, even when members of the public understand the need for more people to become organ donors, perceived barriers prevent them from giving consent to donating their own or deceased loved ones’ organs. Some barriers are simply a matter of perception that can be relatively easily resolved through more focused public education, such as the belief that organ donation leads to additional medical