Graduation Year


Document Type




Degree Name

Master of Arts (M.A.)

Degree Granting Department

Mass Communications

Major Professor

Kelli Burns, Ph.D.

Committee Member

Scott Liu, Ph.D.

Committee Member

Roxanne Watson, Ph.D


Organ Donation, Content Analysis, Social Media, Weibo


This thesis analyzes the presentation of organ donation organization on Weibo. This study used content analysis to find out the Love.Hope organ donation organization’s main content of Weibo’s content.

The main content includes six themes. The theme of popularizing organ donation knowledge is the majority. Through analyzing the correlation of content of each themes with shares, likes, and comments. It is concluded that people are more inclined to engage with Weibo posts with popularization of organ donation knowledge and stories of organ donors and recipients, and people also concern about the organ supply and demand situation in China.

It turns out that in China, knowledge about organ donation is still scarce, which may be one of the reasons for low donation rate. The organ donation organizations also tend to publish positive information or stories and people’s approval of this kind of information will also make a positive impression on organ donation. However, there are still lots of factors are restricting the development of organ donation in China. Our social media still has a long way to go in helping people to build up their values of organ donation.