The present study lacked a pre-test to compare students initial opinions to those after viewing the PSA. ). One Text or Call Could Wreck It All Phone In One Hand - Ticket In The Other U Drive. Another limitation described in prior research is that, although fear appeals seem to elicit viewers attention, their capacity to induce real behavioral change in individuals is debatable ( Half the screen shows the driver and the other half shows the road. ). You will be subject to the destination website's privacy policy when you follow the link. NHTSA leads the national effort to save lives by preventing this dangerous behavior. 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 ( Therefore, creators of PSAs should investigate young adults motivations behind engaging in distracted driving in order to better influence their behavior. These two theories are the Protection Motivation Theory and the theory of the Third-Person Effect. 1200 New Jersey Avenue, SE Amos Johnson Asheville, North CarolinaWATCH: http://www.youtube.com/watch?v=RcRTwKminbQOn May 10, 2010, 16-year-old Ashley Johnson was killed when she lost control of her vehicle, crossed the center line, and hit a pickup truck head-on. Another theory commonly referenced in the past literature is the Third-Person Effect. Distraction can be broken down into three overarching types. These cookies will be stored in your browser only with your consent. Argument OrganizerChoose one of the following questions to answer for the argument essay in this module.Does our state do enough to prevent distracted driving?orCan a Public Service Announcement (PSA) help reduce the number of distracted driving incidents?Part OneWrite the claim you will present in your argument essay.Write the counterclaim that you will refute in your argument essay. Many anti-distraction ads show cinematic, slow-motion car crashes to convey the danger of taking your eyes off the road. RQ 2: Do responses to the PSA differ according to gender? Bruner (2009) 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. 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). PSAs are effective in reducing driving incidents, they allow watchers to see for themselves the dreadful impacts of texting and driving, PSAs convince and remind the watcher to not text and drive at the same time. Phone: (202) 366-4570 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. For instance, The modal classification within the dataset was Junior, with 41.2% of respondents belonging to that category. A car going 60 mph will travel 88 feet per second. Roughly equivalent percentages of the sample expressed they Liked and Disliked the PSA with the modal response being neutral. There are three main types of distraction:2, Sources: National Highway Traffic Safety Administration, 2010-2013external icon, 20142018external iconand 2019external icon. NHTSA, 2011 Distraction can be broken down into three overarching types. She was texting at the time of the crash. Graduated driver licensing (GDL) is a system which helps new drivers gain experience under low-risk conditions by granting driving privileges in stages. Studying the dataset in SPSS led to some conclusions about the sample. Lennon, Rentfro, & OLeary, 2010 The present study aims to examine the effectiveness of a public service announcement against distracted driving on a convenience sample of college students attending Texas State University. It Starts with You: Zero Tolerance for Distracted Driving, 2021 National Sheriffs' Association. Part . Centers for Disease Control and Prevention. When asked if they knew someone who had been involved in a car accident, injured or killed as a result of texting while driving, 75.5% of respondents answered No and 24.5% of them answered Yes. According to the National Highway Traffic Safety Administration, six percent of drivers involved in fatal crashes are distracted at the time of the crashes. Advances in Journalism and Communication Moreover, stronger emphasis should be placed on reaching males in the target audience, as they appear to respond less to public service announcement messages. You can visit the National Highway Traffic Safety Administrationexternal icon(NHTSA) website for more information on how data on motor vehicle crash deaths are collected and the limitations of distracted driving data. Distracted driving is a huge issue in our society. 1) Social marketingits uses and appeals. U Text. Receive email updates about the latest in Safety, Innovation, and Infrastructure. Table 1. Lennon, Rentfro, & OLeary, 2010 This study focused specifically on the distracted behavior of text messaging while driving. It shows the real-life impact of distracted driving on victimsand the effect is profound. ). Lewis, Watson, Tay, & White, 2007 Finally, a main limitation was that reported intentions might not fully and accurately determine actual behavior in people. , while intentions are a good predictor of behavior, they are far from a perfect measure (p. 212). Approximately 15 percent of all motor vehicle . Again, there was a statistically significant relationship found between these variables (2 = 12.856, p = 0.012). In their experimental study, Brennan & Binney, 2010 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 ( 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. 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. This tactic is relevant to the present studys topic because, according to Brennan & Binney, 2010 Speak up if you are a passenger in a car with a distracted driver. 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? If a person tries to text or call while they are driving, they don't get any money. National Highway Traffic Safety Administration. Washington, DC 20590855-368-4200. The majority of people said that safety and PSA messages are useful, with some saying that they are more effective than other media. Data from the questionnaires was entered into and analyzed using the statistical software program, SPSS. Beyond just debating its efficacy, past research has also considered what ethical issues can arise from the use of fear-based appeals in social marketing. This study took a quantitative approach to examine the relationship between the independent and dependent variables, and answered the aforementioned research questions. Females agreed with the two intention measures more strongly than did males. Cell phone records indicate that the driver was texting just prior to the collision. ; 46 Words1 Page. As the NSC points out, drivers53% of thembelieve if manufacturers put infotainment dashboards and hands-free technology in vehicles, they must be safe. 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. ; A 30-second PSA against distracted driving from the National Highway Traffic Safety Administration served as the independent variable. There is an app called "OnMyWay", that will pay a person five cents for every mile they drive without going on their phone. The results showed that a statistically significant relationship exists between these two variables (2 = 23.867, p = 0.000). Can a Public Service Announcement (PSA) help reduce the number of distracted driving incidents? This means that over 78% of all distracted drivers are distracted because they have been texting while driving. The number of distracted driving incidents can be reduced by public service announcements. Functional cookies help to perform certain functionalities like sharing the content of the website on social media platforms, collect feedbacks, and other third-party features. (2021). Contrary to past research, this study did not find support for the third-person effect. The cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional". To learn if behavioral change actually occurs, study subjects could be involved in follow-up research with a qualitative research methodology. Yellman, M.A., Bryan, L., Sauber-Schatz, E.K., Brener, N. (2020). ). Per favore scegli la tua regione Necessary cookies are absolutely essential for the website to function properly. Moreover, even though drivers of any age could suffer consequences of driving distracted, there seems to be a greater propensity for younger drivers to engage in this behavior. Although her father had warned her against cell phone use behind the wheel, she was texting at the time of the crash. 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. This study has implications for social marketers and public safety organizations. Its estimated that 10% of drivers are distracted by cellphones at any given moment. When asked to rate their agreement on the statement, It is less dangerous to read text messages while driving than to write them, a slight majority (34.3%) reported that they strongly disagree. 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. Believing Rogers model to be limited in scope, In 2013, 3,154 people were killed in motor vehicle crashes which involved distracted drivers. Though Copyright 2006-2015 Scientific Research Publishing Inc. All rights reserved. Anything that takes your attention away from driving can be a distraction. 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. ,

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