Media narratives about organ and tissue donation and transplantation: reflective analysis of published content.

OBJECTIVE: To analyze the frequency and content of publications on organ and tissue donation and transplantation in the digital newspapers "Folha de São Paulo" and "O Estado de São Paulo" between 2018 and 2023. METHOD: Through a quantitative-qualitative approach, 317 reports were examined based on thematic and discursive criteria, with the aid of SPSS® and IRAMUTEQ® software. RESULTS: The data revealed a predominance of positive content (71.9%), concentrated on the topic "transplant" (60.57%), and in 2023, with peaks in August and September. The main categories were "incentive/promotion" and "information", with the heart being the most cited organ. Textual analysis highlighted topics such as transplantation, family refusal, xenotransplantation, and the impact of the pandemic. CONCLUSION: Digital media exerts significant influence on public perception of donation and transplantation. However, there is isolated emphasis on certain stages of the process, which can compromise overall understanding. Continuous and integrated communication strategies are essential to strengthen the donation culture.