do psa help reduce distracted driving incidents

). There are three types of driving distractions, Distracted driving impacts thousands of Americans each year, Some groups are more at risk for distracted driving, States are working to prevent distracted driving, The Federal Government is working to prevent distracted driving, Centers for Disease Control and Prevention. Can a PSA help reduce the number of distracted driving incidents argumentative essay? 7.09 distracted driving.docx - 07.09 ASSIGNMENT - Course Hero Distracted Driving Campaign | US Department of Transportation You also have the option to opt-out of these cookies. ; 974- 975, http://dx.doi.org/10.1207/s1532754xjprr0703_03, http://dx.doi.org/10.1016/j.jbusres.2009.02.006, https://www.marketingscales.com/sites/default/files/v6sample.pdf, http://dx.doi.org/10.3200/JACH.56.2.181-184, http://dx.doi.org/10.1017/S0021849903030332, http://search.proquest.com/docview/220130827?accountid=5683, http://dx.doi.org/10.1108/EUM0000000002548, http://dx.doi.org/10.1016/j.trf.2006.05.001, http://dx.doi.org/10.1080/02642069.2011.531124, http://dx.doi.org/10.1177/107769900508200103, http://dx.doi.org/10.1080/00913367.1996.10673511, http://dx.doi.org/10.2105/AJPH.2009.187179. assert that motor vehicle crashes are the leading cause of death and disability for young Americans (p. 181). 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. Rogers, 1983 Kelson died the next day. One of the biggest distractions, texting and driving, has tried to be solved in many ways. Thus, the final sample size in the study was 102 making the response rate for the surveys 93.5%. LaTour and Zahras (1989) With this in mind, it may be necessary for social marketing messages to either include more intense fear-arousing content or try an alternative approach altogether if they are to successfully impact young adults. Future research could examine whether any differences in response to PSAs such as the one used here exist with regard to other demographic factors, such as whether one belongs to a majority or minority group. campaign targets teenagers with an ad that compares places where you would text vs. places where you wouldnt. ; Secure .gov websites use HTTPS 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. ). These cookies ensure basic functionalities and security features of the website, anonymously. First, most previous research in this area has utilized young adults in their samples ( As cited by other researchers, their model considered the role of the social context of the coping response to a threat communication, introduced the notion that responses may be due to factors other than the communication itself, and emphasized, rather than minimized, the role of emotion ( This lighthearted PSA doesnt need a graphic car crash to make its point. How many accidents are caused by distracted driving each year? Gozzi (2011) Raises people's awareness about the risks of distracted driving. 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. Distracted Driving is a Problem! Texting is just too common to be stopped with only a PSA. 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. analyzed college students responses to controversial AIDS prevention advertisements. ; U.S. Department of Transportation Releases Faces of Distracted Driving Public Service Announcement, http://www.youtube.com/watch?v=vjmlv1rbGKE, http://www.youtube.com/watch?v=rr7TfwtO17I, http://www.youtube.com/watch?v=NdQDTmKY0vY, http://www.youtube.com/watch?v=dPrZCCjrFLs, http://www.youtube.com/watch?v=VDKOiMSkLxY, http://www.youtube.com/watch?v=aG79X-hYJ_E, http://www.youtube.com/watch?v=Z6iCrZ4AIpw, http://www.youtube.com/watch?v=RcRTwKminbQ, http://www.youtube.com/watch?v=_pHBWyUQxx4, http://www.youtube.com/watch?v=_vB22cW1ZMY, Office of the Assistant Secretary for Research and Technology. Some studies have shown that even more graphic appeals, such. Lewis, Watson and Tay (2007) 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. These cookies will be stored in your browser only with your consent. ). NHTSA, 2011 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. 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. The truck driver was talking on his cell phone at the time of crash and said he never saw the bus. The video ends with a simple message: Other people make mistakes. The implication is that you cant control other drivers, but there are steps you can takelike slowing down and paying attentionto mitigate others mistakes. 'Stop the Texts. Stop the Wrecks.' to Help Reduce Distracted Driving We use cookies on our website to give you the most relevant experience by remembering your preferences and repeat visits. Johnny Mac & Jeanne Brown Wellman, TexasWATCH: http://www.youtube.com/watch?v=VDKOiMSkLxYOn November 10, 2009, 17-year-old Alex Brown was killed when she crashed her truck on a rural road while she was on her way to school. Rogers (1983) The cookie is used to store the user consent for the cookies in the category "Other. How does the state of Florida prevent distracted driving? All students viewed the same PSA and were administered the same version of the questionnaire. The PSAs in Dr. Lennon's study showed cars that had been totaled by accidents due to texting and talking on the phone while driving. Schoenbachler and Whittler (1996) Lennon, Rentfro and OLeary (2010) To receive email updates about this topic, enter your email address: We take your privacy seriously. U Text. Table 1 shows the measures of central tendency for the three scale items. Seriously. In 2013, 3,154 people were killed in motor vehicle crashes which involved distracted drivers. This video features a chorus of teenagers thanking their parents for teaching them how to tie a shoe, ride a bike, play hockeyand to text and drive. Judy Teater Spring Lake, MichiganWATCH: http://www.youtube.com/watch?v=Z6iCrZ4AIpwOn January 19, 2004, Judy Teater and her 12-year-old son Joe were driving to an after school activity when a young woman behind the wheel of a Hummer and talking on her cell phone ran a red light and slammed into their vehicle. Copyright 2006-2015 Scientific Research Publishing Inc. All rights reserved. Approximately 15 percent of all motor vehicle . 1200 New Jersey Avenue, SE 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 ( A commonly used strategy in social cause advertising seems to be appealing to fear. Graduated driver licensing (GDL) is a system which helps new drivers gain experience under low-risk conditions by granting driving privileges in stages. National Highway Traffic Safety Administration. In 2009, nearly 5,500 people died and half a million were injured in accidents involving a distracted driver. . Among these younger drivers, 9% of them were distracted at the time of the crash. ). This cookie is set by GDPR Cookie Consent plugin. Table 1. National Highway Traffic Safety Administration. This means that over 78% of all distracted drivers are distracted because they have been texting while 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. included within the survey asked respondents to rate their emotional response to the PSA. Distracted Driving (Psas) - 931 Words | Bartleby Tanner, Hunt and Eppright (1991) , while intentions are a good predictor of behavior, they are far from a perfect measure (p. 212). http://creativecommons.org/licenses/by-nc/4.0/, Received 20 October 2015; accepted 2 December 2015; published 7 December 2015. Talking on the phone. believe that these types of advertisements are useful to society because they promote individuals to consider others and act in their best interest. Joe died the next day from his injuries. You can get the message from the website. Second, this age group appears to be at the greatest risk, at least statistically, of being involved in a distracted- driving car crash ( Distracted driving is dangerous, claiming 3,142 lives in 2020. The number of distracted driving incidents can be reduced by public service announcements. , was described and then modified by CDC is not responsible for Section 508 compliance (accessibility) on other federal or private website. Show More. Lennon, Rentfro & OLeary, 2010: p. 96 Another theory commonly referenced in the past literature is the Third-Person Effect. , approximately 20% of the car crashes involving injuries in 2009 were reportedly due to distracted driving. As quoted by Also on the theme of documenting real examples of distracted driving, this clip is from an episode of Driver Rehab (it runs almost 10 minutes). The National Highway Traffic Safety Administration administered a survey in 2009 that reflected an increased frequency of electronic device use while people were driving ( 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). Another chi-square test was run for gender and intention to speak up when another driver is texting. That is, advertising messages in this category may grasp audience awareness in the short-term, but may not necessarily accomplish the objective of enhancing driver safety in the long-term. A thirty-second PSA from the National Highway Traffic Safety Administrations Put it down campaign entitled BAM! was chosen as the studys media clip because it was brief, current, and utilized a fear appeal. Advances in Journalism and Communication,03,71-78. 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. I thank all of the families of distracted driving victims who have bravely chosen to share their stories of loss with the world, said U.S. Transportation Secretary Ray LaHood. & Manchanda, 2003: p. 268, Lewis, Watson, Tay, & White, 2007: p. 213, Hastings, Stead, & Webb, 2004: pp. Based on. Per favore scegli la tua regione You can review and change the way we collect information below. The cookies is used to store the user consent for the cookies in the category "Necessary". This issue presents a problem for social marketers because the advertisements they create are seemingly reached by primarily one gender instead of both. 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 ( There are three main types of distraction:2, Sources: National Highway Traffic Safety Administration, 2010-2013external icon, 20142018external iconand 2019external icon. This theory attempts to explain and predict how individuals will respond to a communication message utilizing appeals to fear. (2012). Approximately 60% of respondents reported they strongly agreed that the PSA is believable and that the PSA should be played on television. When asked if they were able to discern which organization sponsored the PSA, just under one-quarter (24.5%) of the sample agreed that they could do so.

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