Abstract

This paper employs a discourse analysis methodology to examine the discursive practices employed in a body donation campaign in Taiwan. Specifically, it analyzes how the campaign source frames the key message, establishes dialogues and negotiates attitudinal and behavioral compliance with the targets. The findings revealed themes of “being at ease with illness and death,” “determination throughout life and beyond death,” “blessing and joy of giving,” “foremost utilization of body usership,” and “values of life and meaning of death” as the dominant persuasive discourses employed. The coding also identified a number of education-related metaphors that added persuasive traction to the identified themes. Implications of the findings for public communication are discussed.