Organ Donation in Romanian Online Media

A Content Analysis


  • Oana A. Petre Departament of Psychology, Babeș-Bolyai University, Romania
  • Adriana Băban Departament of Psychology, Babeș-Bolyai University, Romania



organ donation, content analysis, online media, media analysis, Romania


Mass media represents the primary source of information about organ donation for the general public. The present study explored the content of Romanian online media concerning organ donation. We conducted a content analysis of 313 media materials published online between October 2012 and October 2019 in Romanian. The coding categories were year of publication, media outlet, type of material, type of evidence, valence, topic, and proximity of the story. A semestral web-search was conducted between February 2016 and November 2019. The analysis revealed that the Romanian online coverage of organ donation was modest across time. Regarding the valence, results indicated that 57.2% of the materials presented organ donation in a positive way, 14.1% were neutral, 12.5% were negative, whereas 16.3% of the materials were mixed. Moreover, the valence of the materials varied across media outlets, proximity of the story and publication year. Promotion, information about organ donation and system were the topics that occurred most frequently, followed by events, policy, and legal categories. Findings provide insight into how media may shape people's opinions about organ donation. The study also contributes to understanding the Romanian organ donation macro-social environment and provides valuable information for practice.




How to Cite

Petre, O. A., & Băban, A. (2022). Organ Donation in Romanian Online Media: A Content Analysis. European Journal of Health Communication, 3(3), 18–40.



Original Research Paper