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Currently, there is lots of social debate about whether euthanasia should be carried out, therefore, it is necessary to let more people know euthanasia and many ethical, legal and human rights issues triggered by euthanasia. In addition to the use of television, newspapers and other traditional media for publicity, social media is very different from traditional media in the production of information and content and communication ways, the use of social media for publicizing knowledge about euthanasia is also appropriate. Strategies taken include: encouraging everyone's participation in the propaganda, paying attention to communication with audience about euthanasia and establishing online community, and so on.
Key words: euthanasia, social media, publicize, communication
Currently, there is lots of social debate about whether euthanasia should be carried out, therefore, it is necessary to develop appropriate strategies to publicize euthanasia, so that more people will know euthanasia and many ethical, legal, human rights issues triggered by euthanasia.
The campaign portfolio plan uses a mix strategy of combining traditional media with social media for publicizing.
2.1 Traditional media傳統媒體
Traditional media such as television is used for publicizing because of its advantage of having lots of viewers, bringing consumers intuitive feelings in visual, auditory aspects on euthanasia to cause concern for emphasis on euthanasia (Myers, 2014). Newspapers are advantage publicizing for a large number of audiences and relatively low costs for publicizing (Napoli, 2011).
2.2 Social media社交媒體
Adoption of social media for publicizing has the following characteristics. First, people can comment, feed back, share and forward information. According to the theory of Six Degrees of Separation, in social media, the speed and breadth of information dissemination will be greatly enhanced (Vossen and Valkenburg, 2016). Second, two way communication of content and information between the media and users can better arouse audience's sympathy and the results of dissemination will be better (Robischon, 2016). Finally, through social media, people can quickly form a online community, free communication through online communities helps people to form a consensus on a particular issue (Vossen and Valkenburg, 2016).
2.3 Strategy for publicizing knowledge about euthanasia
2.3.1 Traditional media
Considering traditional media, it uses a more balanced and debate tone for publicizing, through designing special programs on euthanasia, from moral, medical, legal, ethical and other aspects to report euthanasia, allowing the public from a different perspective to understand euthanasia. Through coverage for patients’ life and interviewing them, it allows the public to understand what the patients’ needs; inviting those who have different views on euthanasia, including doctors, sociologists, lawyers to debate on TV or debate in newspaper about euthanasia.
2.3.2 Social media
To publicize knowledge about euthanasia makes use of social media, there are three strategies for publicizing. Firstly, it is through social media: informative tone to upload information relating to euthanasia, at the same time, people are encouraged to upload, share, review photos, text, cases about euthanasia to attract more people to pay attention to euthanasia issues. Secondly, people can discuss relevant hot topics on euthanasia through social platform, by the two-way communication to allow them to have a more profound understanding about moral, legal, ethical issues arising from euthanasia. Finally, through social media, it can establish an online community concerning about euthanasia to facilitate to reach a consensus of the majority of Internet users on whether euthanasia should be adopted.
2.4 How our group works together on the strategy
First of all, our group has learned about debate relating to euthanasia, then we understood the characteristics of traditional media and social media, reaching a consensus that the use of a mixed strategy to publicize euthanasia issues is appropriate. Finally, we proposed a mixed strategy of using both traditional media and social media for publicize knowledge about euthanasia.
Myers, J. (2014). The business of media. Marketing Magazine, 110(10), 6.
Napoli, P. M. (2011). Audience evolution: new technologies and the transformation of media audiences. New York: Columbia University Press.
Robischon, N. (2016). For shaking up media across the globe. Fast Company, 203, 30-114.
Vossen, H. G. M. and Valkenburg, P. M. (2016). Do social media foster or curtail adolescents’ empathy? A longitudinal study. Computers in Human Behavior, 63(10), 118-124.