You also have the option to opt-out of these cookies. LaTour and Zahras (1989) Texting or emailing while driving was as common among students whose grades were mostly As or Bs as among students with mostly Cs, Ds, or Fs. However, you may visit "Cookie Settings" to provide a controlled consent. Despite the popular use of fear appeals in social marketing, and especially in road safety advertising, inconsistent opinions remain regarding the effectiveness of this strategy ( Lennon, Rentfro, & OLeary, 2010 The modal classification within the dataset was Junior, with 41.2% of respondents belonging to that category. Distracted Driving Car Accidents in California The statistics prove this: Nearly 60% of drivers in California say that they have been in an accident or nearly hit by a distracted driver. There are no cellphones and no one takes their eyes off the road. The subjects will be shown one time a thirty- second public service announcement from the National Highway Traffic Safety Administrations campaign against distracted driving. The subjects in the study did find the illustrated behaviors to be more distracting that they previously believed, a seemingly positive effect of the advertising appeal ( Therefore, organizations such as the National Highway Traffic Safety Administration have tried to create persuasive campaigns to reach drivers and tackle this hazardous activity. To learn if behavioral change actually occurs, study subjects could be involved in follow-up research with a qualitative research methodology. In 2007, Washington state became the first state to ban texting while driving. ; The majority of people said that safety and PSA messages are useful, with some saying that they are more effective than other media. You will be subject to the destination website's privacy policy when you follow the link. The present study lacked a pre-test to compare students initial opinions to those after viewing the PSA. . Ricks proposal has the added benefit of dealing with the problem of phantom callsand pointing out how little drivers can be trusted to do whats right in the moment. Yellman, M.A., Bryan, L., Sauber-Schatz, E.K., Brener, N. (2020). 78.4% of respondents disagreed with the statement The PSA is too graphic. This result could be explained by the fact that the particular PSA shown did not utilize extreme gore as some fear-arousing advertisements do; it could also reflect the notion mentioned in the previous literature that adolescents today are more accustomed to frightening appeals in the media. Distracted Driving Campaign | US Department of Transportation ). The results showed that a statistically significant relationship exists between these two variables (2 = 23.867, p = 0.000). These statistics substantiate the claim that many young adults, by their own admission, are engaging in a very distracting behavior while driving. Remind them driving is a skill that requires the drivers full attention. In addition, some researchers believe that explicit, fear-arousing content in social marketing is not very effectual on their target audience because todays youth have had much greater exposure than previous generations to graphic images and other fear messages ( Wilson & Stimpson, 2010: p. 2213 Can A Psa Help Reduce The Number Of Distracted Driving Incidents Claim? found the third-person effect to play out within their study participants. Yet, the present study did not find support for the third-person effect. A 30-second PSA against distracted driving from the National Highway Traffic Safety Administration served as the independent variable. (2021). A commonly used strategy in social cause advertising seems to be appealing to fear. Davison (1983) Laurie Hevier St. Paul, MinnesotaWATCH: http://www.youtube.com/watch?v=_pHBWyUQxx4On April 15, 2009, 58-year-old Julie Davis set off for a hike with her best friend in Rudolph, Wisconsin. Schoenbachler & Whittler, 1996 What makes PSAs effective? The number of distracted driving incidents can be reduced by public service announcements. assert that motor vehicle crashes are the leading cause of death and disability for young Americans (p. 181). Many anti-distraction ads show cinematic, slow-motion car crashes to convey the danger of taking your eyes off the road. Por favor elige tu regin Several federal regulations target distractions for workers: NHTSA has issued voluntary guidelines to promote safety by discouraging the introduction of both. Table 1 shows the measures of central tendency for the three scale items. The response to their heartbreaking stories has been overwhelming and their efforts to build public awareness are helping to save lives. 1) Social marketingits uses and appeals. NHTSA, 2011 Distracted driving is doing another activity that takes the drivers attention away from driving. A self-report questionnaire with 26 questions was developed to assess some demographic information about respondents, their perceptions of the PSA, and their intent to engage in a particular distracted driving behavior, text messaging while driving. Part One 1. ). Technology That Can Reduce Driving Distraction - Consumer Reports Table 24 summarizes the self-reported information about the subjects' driving experiences. Bruner (2009) This lighthearted PSA doesnt need a graphic car crash to make its point. 7.09: Can a PSA Help Reduce the Number of Distracted Driving To do this, a chi-square test was run for gender and intention to text while driving. Do not multitask while driving. These campaigns generally fall under the umbrella term of social marketing. This study focused specifically on the distracted behavior of text messaging while driving. Distracted Driving is a Problem! Studying the dataset in SPSS led to some conclusions about the sample. Cookies used to enable you to share pages and content that you find interesting on CDC.gov through third party social networking and other websites. Again, there was a statistically significant relationship found between these variables (2 = 12.856, p = 0.012). How does the state of Florida prevent distracted driving? drew the conclusion that young males are considered a high risk road user group and threatening appeals aimed at them tend to emphasize physical danger (p. 213). Amos Johnson, Ashley's father, now speaks to local teens about the dangers of distracted driving. 1 out of 4 car crashes in the US is caused by texting while driving. altered the original Protection Motivation Model in their study of college students responses to fear- provoking messages about sexually transmitted diseases. In 2013, 3,154 people were killed in motor vehicle crashes which involved distracted drivers. Heart of the issue will overcome bias Advertisements in this category tend to promote real-life practices or ideas rather than products or services. 20 percent of the distracted driving accidents have been fatal. ). U Pay. While the effectiveness of cell phone and texting laws requires further study, high-visibility enforcement (HVE) efforts for distracted driving laws can be effective in reducing cell phone use while driving. Moreover, since they tend to be the target audience, young adults could be helpful in designing the content and messages in distracted driving PSAs. Secure .gov websites use HTTPS Drinking coffee or another beverage. Necessary cookies are absolutely essential for the website to function properly. Texting and driving is the leading cause of car accidents in the US. Teen's PSA, "Distracted Driving - It's More Than Texting" Goes National. After sifting through hundreds of online distracted driving videos, here are eleven of the best distraction-related clips that highlight the problemand even propose a few solutions. ). Moreover, 42.2% of students somewhat agreed and 22.5% strongly agreed that they were more likely to speak up when they were passengers and a driver was texting. This website uses cookies to improve your experience while you navigate through the website. These cookies may also be used for advertising purposes by these third parties. Public Service Announcement (PSA) - 46 Words - Internet Public Library 1.6 million crashes are caused by cell phone use while driving. These cookies allow us to count visits and traffic sources so we can measure and improve the performance of our site. The number of distracted driving incidents can be reduced by public service announcements. This phenomenon, generally referred to as distracted driving, is at the basis of numerous new traffic safety laws and campaigns aimed at preventing car accidents and loss of life on the road. However, Texting or emailing while driving was more common among older students than younger students (see figure below) and more common among White students (44%) than Black (30%) or Hispanic students (35%). These include banning texting while driving, implementing hands-free laws, and limiting the number of young passengers who can ride with teen drivers. In line with this research, Therefore, some scholars argue that, rather than using scare tactics to persuade people, public health campaigns should focus more on instilling in audiences the belief that they are capable of exercising control over their health behavior and less on attempting to frighten them with fear appeals into ceasing, or not starting, deleterious health habits ( Distracted Driving PSA's & Statistics - CellSlip This work is licensed under the Creative Commons Attribution-NonCommercial International License (CC BY-NC). The PSA ends with the Put it down campaign logo and lists the NHTSA as the sponsor. In this manner, students could describe their reactions to the PSA and their motivations to engage in distracted driving behaviors open-endedly. Lewis, Watson, & Tay, 2007: pp. Australias Traffic Accident Commission has developed a 45-second TV commercial to help drivers recognize just how far their car travels when they take their eyes off the road for a few moments. Though There are three main types of distraction:2, Sources: National Highway Traffic Safety Administration, 2010-2013external icon, 20142018external iconand 2019external icon. Lewis, Watson, Tay and White (2007) Can You Shoot A Hawk If It Is Killing Your Chickens? Can a Public Service Announcement (PSA) help reduce the number of distracted driving incidents? Distracted Driving PSAs & Infographics - National Sheriffs' Association Anything that takes your attention away from driving can be a distraction. 2.3. Choose one of the following questions to answer for the argument When asked the question, How often do you write/read text messages while driving? the majority of respondents (61.8%) answered that they did so sometimes and 10.8% answered frequently. The data showed that 47.1% of students somewhat agreed and 16.7% strongly agreed that they were less likely to text while driving after viewing the PSA. Second, this age group appears to be at the greatest risk, at least statistically, of being involved in a distracted- driving car crash ( This semantic differential 5-point scale uses three items to measure a respondents emotional reaction to a stimulus, in this case a PSA. Lennon, Rentfro, & OLeary, 2010 Putting on makeup. Lewis, Watson, Tay amd White (2007) The ad discourages distracted driving by portraying three different drivers, each using a cellular telephone while driving, in what appears to be an everyday American setting. Again, the results of this study found the difference between genders to be significant. Speak up if you are a passenger in a car with a distracted driver. The cookie is used to store the user consent for the cookies in the category "Analytics". Sending a text message, talking on a cell phone, using a navigation system, and eating while driving are a few examples of distracted driving. In conclusion, the present study adds to previous research on this topic by exploring three research questions and contributing useful information pertaining to Texas State University students perceptions and intentions after having viewed a fear-arousing PSA. RQ 2 explored what, if any, differences exist between males and females with regard to their response after viewing the PSA. This paper examines the impact that a public service announcement featuring a fear appeal to discourage distracted driving has on the perceptions and intentions of a sample (N = 102) of Texas State University students. All students viewed the same PSA and were administered the same version of the questionnaire. PSAs use ethos, pathos, and logos, which makes them effective. The cookie is set by the GDPR Cookie Consent plugin and is used to store whether or not user has consented to the use of cookies. Texting is just too common to be stopped with only a PSA. Brennan & Binney, 2010 In an attempt to combat this dangerous practice, various organizations concerned about public safety, such as municipal police departments, the Department of Transportation and even wireless telephone companies, have created advertisements and public service announcements. U Text. Among fatal crashes involving distracted drivers in the U.S. in 2019: A higher percentage of drivers ages 1520 were distracted than drivers age 21 and older. In their study of road safety advertisements, Wilson & Stimpson, 2010 ; The present study focuses on a campaign encouraging safe driving, but advertisements exist on a number of other social issues such as environmental protection, drug abuse and safe sex practices. ). Efforts to reduce the prevalence of distracted driving come in all sizes, from government-run public awareness campaigns to guides for safety professionals on how to reduce distracted driving (and other types of distraction in the workplace) to reduce injuries and protect workers. NHTSA, 2011 Additionally, it would be better if sample were larger. Rogers, 1983 Learn how to drive distraction away and get drivers to keep their eyes (and mind) on the road. used a questionnaire instrument to measure the behavioral intentions of a sample of 152 drivers in Australia both before and after they viewed two different, threatening advertisements promoting road safety. ; A second significant positive correlation was found between the variables measuring students perception that PSAs help to prevent texting while driving and their reported likelihood of thinking of the PSA they had viewed when they drove from now on. 11 Distracted Driving Awareness Commercials and PSAs The researcher will analyze the survey data quantitatively to answer three research questions as follows: RQ 1: What is the impact of viewing an anti-distracted driving public service announcement on students perceptions and intent? And phones arent even the biggest cause of distraction. After all completed surveys were collected, it was determined that seven of the surveys either had incomplete responses or belonged to respondents out of the 18 - 24 age bracket. Distractions lead to disaster. , it involves all three of the main distraction types mentioned previously. 10.4236/ajc.2015.34008, Exploring the Effectiveness of Distracted Driving PSA (Public Service Announcement), 1School of Journalism & Mass Communication, Texas State University, San Marcos, TX, USA, 2Department of Media & Communication, Sungkonghoe University, Seoul, South Korea. argument_organizer4.rtf - Argument Organizer Choose one of What Kills More People Drunk Driving Or Texting And Driving? In addition, freshman was 1%, sophomore was 22%, senior was 23%, and graduate student was 14%. ). Nicholson & Xiao, 2011: p. 2529 Lennon, Rentfro, & OLeary, 2010 One Text or Call Could Wreck It All Phone In One Hand - Ticket In The Other U Drive. The male adolescents in their sample expressed the opinion that others would be more affected by the advertisements than they would be; females, on the other hand, expressed reverse third-person effects in that they believed the advertisements influenced themselves more than other people (p. 48). ). Lennon, Rentfro and OLeary (2010) Business Hours:9:00am-5:00pm ET, M-F. Loren Vaillancourt Huron, South DakotaWATCH: http://www.youtube.com/watch?v=NdQDTmKY0vYOn May 20, 2009, 21-year-old Kelson Vaillancourt was riding with a co-worker to a job site when the driver became distracted and failed to yield at a stop sign. ). LaTour & Zahra, 1989: p. 61 Texting while driving is 6 times more likely to get you in an crash than drunk driving. One tactic that is commonly found in these messages and studied in past research is the use of shocking content and/or appeals to fear ( These cookies will be stored in your browser only with your consent. http://creativecommons.org/licenses/by-nc/4.0/, Received 20 October 2015; accepted 2 December 2015; published 7 December 2015. Its a great visual example of how even a quick glance away from the road can lead to a potentially serious incident. NHTSA, 2011 It Starts with You: Zero Tolerance for Distracted Driving, 2021 National Sheriffs' Association. Receive email updates about the latest in Safety, Innovation, and Infrastructure. Per favore scegli la tua regione They help us to know which pages are the most and least popular and see how visitors move around the site. PSA (Public Service Announcement), Districted Driving, Third-Person Effect. Whether its adjusting your mirrors, selecting music, eating, making a phone call, or reading a text or emaildo it before or after your trip, not during. Nine people in the United States are killed every day in crashes that are reported to involve a distracted driver.1. Don't drive blind Watch on "Thank You" Its a deadly trend on American roads, and its getting worse. ). Females agreed with the two intention measures more strongly than did males. Is Parallel Parking On The Driving Test In Ny? Inform people, especially teenagers, on the fatal affects the victims and their families have received because of distracted driving. Some studies have shown that even more graphic appeals, such. There's a new public service announcement (PSA) being used to help educate drivers about the risks, dangers and consequences of texting while driving. As the young drivers turn their attention to their phones or the car console, you can see in real time as the car quickly careens towards mailboxes, other cars and into fields. Lewis, Watson and Tay (2007) Therefore, creators of PSAs should investigate young adults motivations behind engaging in distracted driving in order to better influence their behavior. But this video is what happens when you strip away the dramatization. Half the screen shows the driver and the other half shows the road. Best Examples of PSAs: Why PSAs Work and Why They Don't Approximately 15 percent of all motor vehicle . On average, eight people are killed and one thousand one hundred sixty one people are injured due to accidents involving distracted drivers, particularly due to texting.
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