title: Mass media, online social network, and organ donation: old mistakes and new perspectives.
abstract: BACKGROUND
  Contrary to TV programs projecting awareness about organ donation in society, concrete evidence exists about adverse influence of negative broadcasts on organ donation rates. We sought to determine the effect of mass media on public opinion toward organ donation and the efficacy of public campaigns and novel social media attempts on donation rates.
  
  
  METHODS
  We conducted a systematic review of relevant literature and national campaign results.
  
  
  RESULTS
  Hoaxes about brain death and organ transplantation adversely affect organ donation rates in both Western and Eastern societies. Scientifically controversial and exaggerated press conferences and institutional advertisements create mistrust in doctors, thus reducing organ donation. The overall effect of public education campaigns in promoting organ donation is a temporary 5% gain. Increments in organ donation rates is expected with novel applications of social media (Facebook effect).
  
  
  CONCLUSIONS
  Communication, based on mutual trust, must be established between medicine and the media. Continuing education programs with regard to public awareness on organ donation should be conducted over social media.
authors.affiliation: Department of General Surgery and Organ Transplantation, Bozyaka Teaching Hospital, Izmir, Turkey.
authors.forename: A
authors.initials: A
authors.lastname: Aykas
authors.affiliation: Department of General Surgery and Organ Transplantation, Bozyaka Teaching Hospital, Izmir, Turkey. Electronic address: adam_uslu@hotmail.com.
authors.forename: A
authors.initials: A
authors.lastname: Uslu
authors.affiliation: Department of General Surgery and Organ Transplantation, Bozyaka Teaching Hospital, Izmir, Turkey.
authors.forename: C
authors.initials: C
authors.lastname: Şimşek
mesh_terms: D001364:Awareness; D006801:Humans; D008402:Mass Media; D011639:Public Opinion; D060756:Social Networking; D014019:Tissue Donors; D009927:Tissue and Organ Procurement / Q000458:organization & administration*; D014421:Turkey