). Suddenly, the driver in front of them made an illegal left turn through a red light. found the third-person effect to play out within their study participants. , proposes that people will tend to overestimate the influence that mass communications have on the attitudes and behavior of others (p. 3). ; Raises people's awareness about the risks of distracted driving. Wilson & Stimpson, 2010 These questionnaires were removed from the sample. (2021). The cookie is used to store the user consent for the cookies in the category "Other. According to the National Highway Traffic Safety Administration, six percent of drivers involved in fatal crashes are distracted at the time of the crashes. Centers for Disease Control and Prevention. Dahl, Frankenberger, & Manchanda, 2003 ). Over half of the students perceived the PSA as believable and thought it would be beneficial to air on television. Nine people in the United States are killed every day in crashes that are reported to involve a distracted driver.1. Lewis, Watson, & Tay, 2007: p. 49 National Highway Traffic Safety Administration. This is an ad about speeding, not distracted driving. ). Table 1. Its estimated that 10% of drivers are distracted by cellphones at any given moment. 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. A public service announcement, or PSA, can be defined as, a type of advertising, sponsored by either government agencies or other organizations, to promote causes and activities generally considered socially desirable ( They were: more likely to not always wear a seat belt; more likely to ride with a driver who had been drinking alcohol; and. The cookie is used to store the user consent for the cookies in the category "Performance". Lewis, Watson, Tay, & White, 2007 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. Many government agencies and nonprofit organizations in the United States utilize social marketing; their prerogative is to induce those who view the advertisement (i.e. There is an app called "OnMyWay", that will pay a person five cents for every mile they drive without going on their phone. Some states have installed rumble strips on highways to alert drowsy, distracted, or otherwise inattentive drivers that they are about to go off 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. ). 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). Its a deadly trend on American roads, and its getting worse. As they run over a whole bunch of pylons, the distracted drivers exclaim in frustration, I cant do it! and People will be killed on the road.. 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.. Cookies used to track the effectiveness of CDC public health campaigns through clickthrough data. Distracted driving is a leading cause of car accidents in the country. Lennon, Rentfro and OLeary (2010) 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). Can a PSA help reduce the number of distracted driving incid 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. This rant is a segment from Canadas Rick Mercer Report. ; Contrary to past research, this study did not find support for the third-person effect. ). Per favore scegli la tua regione This study focused specifically on the distracted behavior of text messaging while driving. ). , it involves all three of the main distraction types mentioned previously. It Starts with You: Zero Tolerance for Distracted Driving, 2021 National Sheriffs' Association. Recent statistics show that drivers under age 20 had the largest amount of fatal crashes as a result of distracted driving, followed by drivers age 20 to 29 ( had a very large sample of 840 adolescents view two separate fear-based advertisements discouraging distracted driving behaviors. Laurie Hevier, Julie's daughter, is now an advocate against distracted driving. To honor her brother's memory, Loren Vaillancourt has been using her visibility as Miss South Dakota 2010 to speak with schools and organizations throughout her state about the dangers of distracted driving. ). 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. This semantic differential 5-point scale uses three items to measure a respondents emotional reaction to a stimulus, in this case a PSA. NHTSA leads the national effort to save lives by preventing this dangerous behavior. National Highway Traffic Safety Administration. This study has implications for social marketers and public safety organizations. The goal behind this strategy is grounded in the notion that fear makes individuals feel tense and anxious, thus they will seek ways to reduce these feelings ( (2019). They note that not every individual responds to fearful messages in the same way; rather, responses to fear appeals depend on the perceptions people develop concerning the enormity of the pending danger and on their evaluations of its effect ( Hastings, Stead, & Webb, 2004: pp. To honor her memory, Casey's family and friends produced their own video for the U.S. Department of Transportation's "Faces of Distracted Driving" series. The AAA Foundation for Traffic Safety participated in a study that documents teens while 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. Data from the questionnaires was entered into and analyzed using the statistical software program, SPSS. Advertisement cookies are used to provide visitors with relevant ads and marketing campaigns. Texting and driving is the leading cause of car accidents in the US. Lennon, Rentfro & OLeary, 2010: p. 96 The majority of people said that safety and PSA messages are useful, with some saying that they are more effective than other media. With regard to the content of the PSA, the following statistics were reported. They help us to know which pages are the most and least popular and see how visitors move around the site. Bob & Eilene Okerblom Santa Maria, CaliforniaWATCH: http://www.youtube.com/watch?v=rr7TfwtO17IOn July 25, 2009, 19-year-old Eric Okerblom was killed when his bike was struck by a truck traveling at 60 miles per hour. 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. To receive email updates about this topic, enter your email address: We take your privacy seriously. First, with regard to descriptive characteristics, it was found that the sample was 42.2% male and 57.8% female. There is myth that hands-free devices are safe but as this video shows hands-free doesnt mean risk-free. 205-206 Receive email updates about the latest in Safety, Innovation, and Infrastructure. 7.09: Can a PSA Help Reduce the Number of Distracted Driving ). It shows the real-life impact of distracted driving on victimsand the effect is profound. Its a powerful statement: children learn behavior from parents and its up to adults to be good role models while driving. Many states have enacted laws to help prevent distracted driving. The majority of respondents (76.5%) responded that they had never seen the PSA before, which supported the researchers initial reasoning to select the particular PSA for the study. ). Thats a lot of groundbut it can also be hard to visualize. NHTSA, 2011 Lewis, Watson, & Tay, 2007: pp. 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. Lewis, Watson, Tay, & White, 2007 Don't drive blind Watch on "Thank You" ; Gozzi (2011) Davison (1983) And phones arent even the biggest cause of distraction. Loud music. Yet, the present study did not find support for the third-person effect. Lennon, Rentfro, & OLeary, 2010: p. 95 You can get the message from the website. 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 ). The majority of respondents said that they see safety and PSA messages when they are on the road. Distracted Driving | Transportation Safety | Injury Center | CDC RQ 3: Is there evidence of the third-person effect within the data results? LaTour & Zahra, 1989 The cookies is used to store the user consent for the cookies in the category "Necessary". Both of these associations suggest that the third-person effect was not present in this sample because students first-person opinions and their opinions concerning others moved in the same direction. Lennon, Rentfro, & OLeary, 2010 1200 New Jersey Avenue, SE The dependent variable was college students reported intent to text while driving. Secure .gov websites use HTTPS Graphic PSAs Increase Texting While Driving - Phys.org All the videos on this list so far have focused on the problem. & Manchanda, 2003: p. 268 Schoenbachler & Whittler, 1996: p. 52 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. 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 ( Therefore, creators of PSAs should investigate young adults motivations behind engaging in distracted driving in order to better influence their behavior. Question: Can A Public Service Announcement Psa Help Reduce The Number Of Distracted Driving Incidents. These findings contradict those of previous research that have found strong evidence of students underestimating the effect PSAs have on themselves and overestimating the effects they have on generalized others.
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