I urge everyone to watch our Faces of Distracted Driving series at distraction.gov and to remember: talking or texting while driving is not worth the risk.. Murry, Stam, & Lastovicka, 1996: p. 1 These projects increased police enforcement of distracted driving laws and increased awareness of distracted driving using radio advertisements, news stories, and similar media. The PSA was shown one time to a convenience sample of 109 students in one large undergraduate level class and two small graduate level classes in the Mass Communication department at Texas State University in the fall of 2011. Dahl, Frankenberger, & Manchanda, 2003 Distracted Driving Campaign Under the leadership of U.S. Secretary of Transportation Ray LaHood, the Department of Transportation launched an aggressive national campaign in 2009 to end the dangerous practice of distracted driving, and specifically texting and cell phone use behind the wheel. Texting is just too common to be stopped with only a PSA. Comprehensive GDL systems include five components. Venkatraman, V., Richard, C. M., Magee, K., & Johnson, K. (2021). Though Advances in Journalism and Communication,03,71-78. Advertisement cookies are used to provide visitors with relevant ads and marketing campaigns. Lewis, Watson and Tay (2007) Course Number: Date: Can A PSA Help Reduce Distracted Driving Accidents? The absurdity of texting while kissing or during yoga makes you question why texting while driving would be any different. By clicking Accept All, you consent to the use of ALL the cookies. (2019). Distracted driving is doing another activity that takes the drivers attention away from driving. Distracted driving isnt just a stupid mistake. NHTSA, 2011 Drivers in Florida will not be able to use their cell phones to read data on their mobile device because of the states new text ban. ; Safe driving requires maximum attention because there are other users on the road. Schoenbachler & Whittler, 1996: p. 38 Suddenly, the driver in front of them made an illegal left turn through a red light. Schoenbachler & Whittler, 1996: p. 52 CDC twenty four seven. In his study, Show More. ; Davison (1983) Por favor elige tu regin These results, as well as the results of similar studies on this topic, seem to suggest that there is room for positive appeals in campaigns to prevent socially undesirable activities. Wilson & Stimpson, 2010: p. 2213 RQ 2: Do responses to the PSA differ according to gender? Thus, the present study will restrict participants to both males and females between the ages of 18 and 24. Specifically they point out that maladaptive responses, such as ignoring or suppressing the message within the advertisement, can occur in viewers and suggest that only those individuals who are psychologically healthy are actually persuaded by and benefit from such campaigns ( Responses were analyzed to gauge the effectiveness of the PSA and look for the presence of gender differences and the third-person effect within the sample. 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. Distraction can be broken down into three overarching types. Again, there was a statistically significant relationship found between these variables (2 = 12.856, p = 0.012). That is, people tend to perceive that the medias greatest impact will not be on me or you but on themthe third persons ( This study took a quantitative approach to examine the relationship between the independent and dependent variables, and answered the aforementioned research questions. 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. According to the Distracted driving is defined as, "any non-driving activity a person engages in that has the potential to distract him or her from the primary task of driving and increase the risk of crashing" ( NHTSA, 2011 ). ). 1 out of 4 car crashes in the US is caused by texting while driving. Raising awareness through PSA's is one of the many helpful ways to allow drivers to focus their attention properly on the road. You can review and change the way we collect information below. Fortunately, after some eye-opening training on a closed track, Josh comes to see firsthand just how risky it is to mentally multitask while driving. The goal of the ad is to elicit fear and compliance into the audience by insinuating that they, too, could have a vehicle wreck on the road if they use their cell phones while driving. doi: 10.4236/ajc.2015.34008, Home | About SCIRP | Sitemap | Contact Us. 1) Social marketingits uses and appeals. Therefore, organizations such as the National Highway Traffic Safety Administration have tried to create persuasive campaigns to reach drivers and tackle this hazardous activity. more likely to drive after drinking alcohol. 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. This video is from the National Safety Council as part of their efforts to fight distracted driving. Some studies have shown that even more graphic appeals, such. Brennan and Binney (2010) LaTour & Zahra, 1989: p. 61 In this manner, students could describe their reactions to the PSA and their motivations to engage in distracted driving behaviors open-endedly. Currently, the main source of distracted driving is cell phones. This work is licensed under the Creative Commons Attribution-NonCommercial International License (CC BY-NC). According to the National Highway Traffic Safety Administration, six percent of drivers involved in fatal crashes are distracted at the time of the crashes. The modal classification within the dataset was Junior, with 41.2% of respondents belonging to that category. She was cited for inattentive driving and fined $173.40. Part One 1. 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. What Kills More People Drunk Driving Or Texting And Driving? The number of distracted driving incidents can be reduced by public service announcements. The goal of social marketing is to encourage changes in behavior that benefit the individual, community, and society at large ( With regard to the content of the PSA, the following statistics were reported. Official websites use .govA .gov website belongs to an official government organization in the United States. Moreover, stronger emphasis should be placed on reaching males in the target audience, as they appear to respond less to public service announcement messages. About 1 in 5 of the people who died in crashes involving a distracted driver in 2019 were not in vehiclesthey were walking, riding their bikes, or otherwise outside a vehicle. measured the responses of a sample of 229 people to multiple news releases; these researchers also found support for the existence of the third-person effect in their experimental study. There are a few more forms of distracted driving that could cause an accident. Anderson (1995) Park & Salmon, 2005: p. 26 Texting while driving is 6 times more likely to get you in an crash than drunk driving. A focus of the previous literature on fear appeals in advertising is what, if any, differences exist with regard to gender as a variable. Can a PSA help reduce the number of distracted driving incidents argumentative essay? National Highway Traffic Safety Administration. ). Can A Psa Help Reduce The Number Of Distracted Driving Incidents Claim Lewis, Watson and Tay (2007) Based on. ; To explore this question, the data were analyzed for correlations between a question about a generalized audience (third-persons) and a question specific to the respondent (first-person). claim that threatening advertisements have been widely used in the social marketing of road safety (p. 48). Yet, the present study did not find support for the third-person effect. But nothing has quite the visual impact of ads, public service announcements and other videos aimed at curbing distracted driving. Hastings, Stead, & Webb, 2004: pp. Elissa Schee St. Augustine, FloridaWATCH: http://www.youtube.com/watch?v=_vB22cW1ZMYOn September 23, 2008, 13-year-old Margay Schee was riding home from school when a semi-truck slammed into the back of her school bus near Citra, Florida. 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). ; Saving Lives, Protecting People, National Highway Traffic Safety Administration, states graduated driver licensing system, Federal Motor Carrier Safety Administration, Federal Motor Carrier Safety Administration and the Pipeline and Hazardous Materials Safety Administration, CDC MMWR Transportation Risk Behaviors Among High School Students Youth Risk Behavior Survey, United States, 2019, CDC MMWR Mobile Device Use While Driving United States and Seven European Countries, 2011, Governors Highway Safety Association Distracted Driving, Insurance Institute for Highway Safety Distracted Driving, World Health Organization Mobile Phone Use: A Growing Problem of Driver Distraction, National Institute for Occupational Safety and Health (NIOSH) Distracted Driving at Work, National Highway Traffic Safety Administration (NHTSA) Campaign Materials, Traffic Safety Facts Research Note: Distracted Driving 2019 (DOT HS 813 111), Overview of the National Highway Traffic Safety Administrations Driver Distraction Program (DOT HS 811 299), Transportation Risk Behaviors Among High School Students Youth Risk Behavior Survey, United States, 2019, Evaluation of the NHTSA Distracted Driving High-Visibility Enforcement Demonstration Projects in California and Delaware, Evaluation of NHTSA Distracted Driving Demonstration Projects in Connecticut and New York, Countermeasures that work: A highway safety countermeasures guide for State Highway Safety Offices, 10, Technical Advisory: Shoulder and Edge Line Rumble Strips (T 5040.39, Revision 1), Centers for Disease Control and Prevention, National Center for Injury Prevention and Control, Motor Vehicle Prioritizing Interventions and Cost Calculator for States (MV PICCS), What Works: Strategies to Increase Car Seat and Booster Seat Use, What Works: Strategies to Increase Restraint Use, What Works: Strategies to Reduce or Prevent Alcohol-Impaired Driving, Increasing Alcohol Ignition Interlock Use, Roadway to Safer Tribal Communities Toolkit, U.S. Department of Health & Human Services. Wilson & Stimpson, 2010 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. So what does it have to do with drivers who arent paying attention? 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 ( But instead of trying to break a habit of texting and driving, it forces young drivers to use their cellphones while the car is in motion. & Manchanda, 2003: p. 268, Lewis, Watson, Tay, & White, 2007: p. 213, Hastings, Stead, & Webb, 2004: pp. These cookies help provide information on metrics the number of visitors, bounce rate, traffic source, etc. (Looking at others for mistakes to keep yourself safe is such a useful habit that its a core skill taught with SafeStart.). The cookies is used to store the user consent for the cookies in the category "Necessary". Can a Public Service Announcement (PSA) help reduce the number of distracted driving incidents? 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. 20 percent of the distracted driving accidents have been fatal. One of the biggest distractions, texting and driving, has tried to be solved in many ways. The sample was comprised entirely of university students, who were critiqued as being a relatively homogeneous group ( Dahl, Frankenberger, & Manchanda, 2003 Finally, a main limitation was that reported intentions might not fully and accurately determine actual behavior in people. ). Distracted driving is a leading cause of car accidents in the country. Distracted driving is defined as, any non-driving activity a person engages in that has the potential to distract him or her from the primary task of driving and increase the risk of crashing ( ). Lewis, Watson, Tay, & White, 2007 What percentage of drivers are distracted? Distracted driving is dangerous, claiming 3,142 lives in 2020. A Public Service Announcement (PSA) can help reduce the number of distracted driving accidents by explaining the horrible effects of distracted driving and the best ways to prevent distracted driving. All students viewed the same PSA and were administered the same version of the questionnaire. Public service announcements are a great way to communicate. 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. Results showed that a significant positive correlation existed between the variables measuring students intention to text while driving after having seen the PSA and students perception that viewing the PSA would help prevent the average 18 - 24 year old from texting while driving. Tanner, Hunt, & Eppright, 1991 Performance cookies are used to understand and analyze the key performance indexes of the website which helps in delivering a better user experience for the visitors. Its a powerful statement: children learn behavior from parents and its up to adults to be good role models while driving. If you do not allow these cookies we will not know when you have visited our site, and will not be able to monitor its performance. Washington, DC 20590855-368-4200. To do this, a chi-square test was run for gender and intention to text while driving. These include banning texting while driving, implementing hands-free laws, and limiting the number of young passengers who can ride with teen drivers. Does our State do Enough to Prevent Distracted Driving? - StudyDriver.com Lewis, Watson, Tay and White (2007) Bitte whlen Sie Ihre Region aus. Margay's mother, Elissa Schee, is a founding board member of FocusDriven, the first national nonprofit organization devoted specifically to raising awareness about the dangers of distracted driving. 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. A reliable construct, it has a reported Cronbach alpha of 0.95 ( Public service announcements are a great way to communicate. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. Secure .gov websites use HTTPS PSAs will not work even knowing the risks and hearing repeated warnings, individuals will always do what they want. Among these younger drivers, 9% of them were distracted at the time of the crash. Brennan & Binney, 2010 This cookie is set by GDPR Cookie Consent plugin. ; Distracted Driving PSAs & Infographics - National Sheriffs' Association This study has implications for social marketers and public safety organizations. 1200 New Jersey Avenue, SE 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. exposed his subjects to PSAs that featured two different messages of self-efficacy as a means of preventing the act of driving drunk and one PSA that solely described the likelihood of being arrested for driving drunk. The cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional". Cady was rushed to the hospital with critical injuries and died the next day. Visually distracted drivers avert their gaze from the road, manually distracted drivers remove their hands from the steering wheel, and cognitively distracted drivers lose focus while driving ( found that the young men and women in their studys sample did not respond to the public service announcement they viewed in the same manner. Chaudhary, N.K., Casanova-Powell, T.D., Cosgrove, L., Reagan, I., & Williams, A. However, debate over the effectiveness of these tactics as well as controversy about the extreme graphic content sometimes found in the ads still exists. 11 Distracted Driving Awareness Commercials and PSAs 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. DISTRACTED DRIVING - Adobe Slate Since their son's death, Bob and Eilene Okerblom have become advocates against distracted driving, and Bob is currently biking cross-country to raise awareness.
