Blood donation: local news coverage and its role in the formation of public opinion

The objective of this article is to analyze how blood donation was reported over time by a printed newspaper published in Juiz de Fora, a city of the state of Minas Gerais, Brazil. The characterization of the news allows us to evaluate the contribution of local press to the formation of the public opinion on the subject. In order to examine these newspapers publishedduring three historical periods, we have used Ground Theory as a research strategy. The reflections are supplemented by interviews with press professionals from the city. The findings reveal that the texts have a structure with recurrent information without diversification of arguments and data that might improve the public debate and reflection by citizens. In addition to other conclusions, the conversation with the journalists shows that the press has an agenda of unconditional support for blood donation, although they have the spontaneous notion that there is a need for diversification of approaches.