ORGAN DONATION IN ITALY: A STUDY OF CULTURAL REPRESENTATION TROUGH EMOTIONAL TEXT MINING

Organ donation is the first step in the life-saving treatment of transplantation. Italy tried to raise its donors through many projects (e.g., through the renovation of ID) but with low results. Different cultural facets can affect the final number of effective donors. Aiming to analyze the Italian cultural representation of organ donation, we collected all the articles (N=846) containing the keyword organ donation in the time gap 2001- 2021 in the two major Italian newspapers . (Corriere della Sera and La Repubblica). Then we analyzed this $nal corpus using Emotional Text Mining (ETM). Analysis showed three factors and four clusters of representations: ‘"The life-saving product’, which reflects the medical national aim of the process; ‘Organ donation for the community, where there are no donors or transplanted patients, but the organ donation is linked to all the citizens; ‘The Death’, describing the death and dying related to organ donation in a paralyzed view; ‘The Italian promotional model’, where the promotion of organ donation remains anchored to past communicative models. "e research highlighted important cultural facets, in particular the strong presence of death. These results can help to create more focused campaigning for the general population