Date of Original Version
Since the 1996 establishment of the Tzu Chi Body Donation Center, located at the Medical School of Tzu Chi University, campaigning for body donation has become one of Tzu Chi’s on-going endeavors. By 2004, the Center has successfully secured more than 430 bodies and more than 14,000 pledges that outnumber all other medical schools in Taiwan. Why is it that the campaign messages could draw such an overwhelming response from the public, especially since the use of one’s body after death is taboo in traditional Chinese belief? It is the purpose of this paper to examine the communication efforts of Tzu Chi’s body donation campaign. In order to achieve this goal, McGuire’s (2001) public communication model is used as the basis of the analysis in this study, which includes five components: (1) source, (2) message, (3) channel, (4) audience, and (5) destination. Limitations and directions for future research are discussed as well. [China Media Research. 2008; 4(1): 56-61]
Chen, G. M., Chou, D., Pan, B., & Chang, C. (2008). An analysis of Tzu Chi’s public communication campaign on body donation. China Media Research, 4(1), 56-61.