Abstracts Communications and the Arts

Neatlygintinos kraujo donorystės skatinimas taikant komunikacijos priemones: Promoting Voluntary Blood Donation by Applying Means of Communication

by Viktorija Plungytė

The final master's thesis examines the importance of communication in the context of promoting voluntary blood donation. In the thesis, non-remunerated blood donation is analyzed as a part of voluntary activity and as an object of communication, a theoretical review of blood donation institutions communication and its research is performed. In the empirical part a survey of blood donors and a qualitative analysis of media content are conducted in order to find out the factors promoting non-remunerated blood donation and the effectiveness of communication means applied by the blood center, the results of the conducted research are presented, their conceptualization on the basis of empirical research is performed. After analyzing the theoretical and empirical aspects of communication in the promotion of non-remunerated blood donation, the conclusions and recommendations of the final work are presented. The thesis consists of 6 parts: introduction, theoretical analysis, research part, discussion of creative solutions to promote non-remunerated blood donation, conclusions and suggestions, references. Thesis consist of: 81 p. text without appendixes, 32 pictures, 13 tables, 80 bibliographical entries. Appendixes are included separately.