The other part of RQ 1 concerned the impact of an anti-distracted driving PSA on student intentions. For instance, In 2022, the U.S. Department of Transportation released the, In 2021, Congress provided resources to add distracted driving awareness as part of drivers license exams as part of the. PSAs use ethos, pathos, and logos, which makes them effective. Advertisements that use these appeals influenceon present viewers with the negative outcomes that they may experience as a result of engaging in the depicted unsafe and/or illegal behaviors ( . It shows the real-life impact of distracted driving on victimsand the effect is profound. Advances in Journalism and Communication The number of distracted driving incidents can be reduced by public service announcements. Distracted driving is a huge issue in our society. Lennon, Rentfro and OLeary (2010) 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. Heart of the issue will overcome bias 39% of high school students who drove in the past 30 days texted or emailed while driving on at least one of those days. Lennon, Rentfro, & OLeary, 2010 PSAs will not work even knowing the risks and hearing repeated warnings, individuals will always do what they want. 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. believe that these types of advertisements are useful to society because they promote individuals to consider others and act in their best interest. Centers for Disease Control and Prevention. Share sensitive information only on official, secure websites. Question: Can A Public Service Announcement Psa Help Reduce The Number Of Distracted Driving Incidents. Intentions to engage in distracted driving were measured by asking students to rate their agreement or disagreement regarding the likelihood that they would text while driving and speak up when they were passengers with a driver who is texting. The cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional". This rant is a segment from Canadas Rick Mercer Report. LaTour & Zahra, 1989: p. 61 Tanner, Hunt and Eppright (1991) ). Believing Rogers model to be limited in scope, These cookies ensure basic functionalities and security features of the website, anonymously. Public service announcements are a great way to communicate. A Public Service Announcement does have the ability to reduce the number of distracted driving incidents by bringing the population's attention to the issue. Schoenbachler and Whittler (1996) 10 CDC's GDL Planning Guide Hastings, Stead, & Webb, 2004: p. 975 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. The response to their heartbreaking stories has been overwhelming and their efforts to build public awareness are helping to save lives. . 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. This issue presents a problem for social marketers because the advertisements they create are seemingly reached by primarily one gender instead of both. A PSA can help reduce the number of distracted driving incidents. found the third-person effect to play out within their study participants. The Insurance Institute for Highway Safety tracks. With regard to the content of the PSA, the following statistics were reported. 46 Words1 Page. With a major increase in distracted driving and the two million accidents associated with it, the government has tried to change behaviors with PSAs. Course Number: Date: Can A PSA Help Reduce Distracted Driving Accidents? But this video is what happens when you strip away the dramatization. 205-206 ). ). In addition to providing great turns of phrase like stupid death by smartphone, it also offers a common-sense solution (with no handholding required). Question: Can A Public Service Announcement Psa Help Reduce The Number This fact sheet provides an overview of distracted driving and promising strategies that are being used to address distracted driving. The issue of distracted driving has been a popular topic in research and the subject of numerous campaigns and laws. In 2009, nearly 5,500 people died and half a million were injured in accidents involving a distracted driver. Based on. Schoenbachler & Whittler, 1996: p. 52 ; 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. (2012). ). NHTSA, 2011 This website uses cookies to improve your experience while you navigate through the website. Distracted Driving PSA's & Statistics - CellSlip Previous research has looked at the ways in which fear is used and the effectiveness of doing so ( All students viewed the same PSA and were administered the same version of the questionnaire. Texting behind the wheel makes you 23 times more likely to crash, and reduces your reaction time by 35% A public service announcement wouldn't effectively reduce the amount of distracted drivers. "This latest operating system includes a Do Not Disturb While Driving mode (DND) that can block notification of incoming calls and texts when your iPhone senses driving motion or is connected. PART ONE Lesson 07.02 Completed - Studocu Thus, the present study will restrict participants to both males and females between the ages of 18 and 24. ). Murry, Stam, & Lastovicka, 1996: p. 1 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. ). Schoenbachler & Whittler, 1996: p. 38 974- 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. The results showed that a statistically significant relationship exists between these two variables (2 = 23.867, p = 0.000). 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. This semantic differential 5-point scale uses three items to measure a respondents emotional reaction to a stimulus, in this case a PSA. CDC is not responsible for Section 508 compliance (accessibility) on other federal or private website. (Looking at others for mistakes to keep yourself safe is such a useful habit that its a core skill taught with SafeStart.). Concerns Regarding the Use of Fear Appeals. 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. 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. Essentially, the theory posits that individuals will experience four processes when they are exposed to a threatening message: they evaluate how severe the threat is to them, the likelihood that the threat will affect them, how to eliminate or manage the threat, and whether they are able to perform the actions necessary to cope with the threat ( Lewis, Watson, Tay and White (2007) 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. These projects increased police enforcement of distracted driving laws and increased awareness of distracted driving using radio advertisements, news stories, and similar media. The boomerang effect can be seen as an adverse reaction to viewing a threatening advertisement. Lewis, Watson, Tay, & White, 2007: p. 213 Nine percent of drivers involved in fatal crashes are reported to have been distracted. 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. 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. Australia's 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. ). There are three main types of distraction:2, Sources: National Highway Traffic Safety Administration, 2010-2013external icon, 20142018external iconand 2019external icon. DISTRACTED DRIVING - Adobe Slate WASHINGTON - U.S. Transportation Secretary Ray LaHood today released a new public service announcement (PSA) promoting the U.S. Department of Transportation's "Faces of Distracted Driving" series, which has been viewed over 100,000 times since its launch in November 2010. The third research question sought to determine whether or not the third-person effect would occur within the sample of students. 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. Por favor escolha a sua regio Reduce distractions for the driver by assisting with navigation or other tasks. The females reacted more favorably to the message and content in the announcement than did the males; furthermore, males believed that punitive measures by law enforcement, such as getting ticketed or arrested, were more useful means of preventing unsafe driving ( Seriously. 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. Distracted driving can increase the chance of a motor vehicle crash. Seeing as both males and females have the capacity to engage in distracted driving and they are both included in the target audience of PSAs designed to discourage such behavior, it is reasonable to study how each gender responds to the social marketing messages they encounter. These cookies track visitors across websites and collect information to provide customized ads. ). National Highway Traffic Safety Administration. The subjects will be shown one time a thirty- second public service announcement from the National Highway Traffic Safety Administrations campaign against distracted driving. ). By clicking Accept All, you consent to the use of ALL the cookies. Does our State do Enough to Prevent Distracted Driving? - StudyDriver.com Distracted Driving Summary Fact Sheet pdf icon[PDF 660 KB]. ; But this hilarious distracted driving PSA presents a rather unorthodox solution. Related research on physical threat appeals has found that, when compared to other messages, adolescents react more positively to public service announcements that depict negative social consequences ( ). Speak up if you are a passenger in a car with a distracted driver. This cookie is set by GDPR Cookie Consent plugin. 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). Venkatraman, V., Richard, C. M., Magee, K., & Johnson, K. (2021). The students viewed a thirty- second PSA before completing a self-report questionnaire. One of the biggest distractions, texting and driving, has tried to be solved in many ways. These include banning texting while driving, implementing hands-free laws, and limiting the number of young passengers who can ride with teen drivers. Parachute Canadas Is It Worth It? RQ 2: Do responses to the PSA differ according to gender? Other uncategorized cookies are those that are being analyzed and have not been classified into a category as yet. The present study lacked a pre-test to compare students initial opinions to those after viewing the PSA. Cramer, Mayer and Ryan (2007) 2.2. A lock ( LockA locked padlock ) or https:// means youve safely connected to the .gov website. U Pay. Technology That Can Reduce Driving Distraction - Consumer Reports Graphic PSAs Increase Texting While Driving - Phys.org 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. chastise social marketers for their pervasive use of threatening messages and describe their concerns regarding the negative effects of these campaigns. , was described and then modified by & Manchanda, 2003: p. 268, Lewis, Watson, Tay, & White, 2007: p. 213, Hastings, Stead, & Webb, 2004: pp. To honor Alex's memory, her family Jeanne, Johnny Mac, and 12-year-old Katrina formed an anti-distracted driving advocacy group, the Remember Alex Brown Foundation. Distracted driving in America is not a trivial issue in today's society. Drivers have also been issued citations for texting and driving or engaging in another distracting activity while driving, and 9 out of 10 have continued to do so. Get the Message is available for download on www.distraction.gov. 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. Remind them driving is a skill that requires the drivers full attention. Part One Write the claim you will present in your argument essay. campaign targets teenagers with an ad that compares places where you would text vs. places where you wouldnt. Although it is a smaller proportion, the finding that approximately one-quarter of the sample personally knows someone who has been affected by distracted driving is notable. Like the previous clip, this video takes place on a driving track. The results of this study demonstrated that participants who viewed the self-efficacy PSAs were better able to discourage others from driving under the influence of alcohol than were the participants who viewed the consequence-based control PSA ( Distracted driving is a terrifyingly common problem. The national distracted driving effort focuses on ways to change the behavior of drivers through legislation, enforcement, public awareness, and education. Emily Reynolds Omaha, NebraskaWATCH: http://www.youtube.com/watch?v=aG79X-hYJ_EOn May 30, 2007, 16-year-old Cady Reynolds was driving her best friend home from a movie near Omaha, Nebraska, when another teen driver who was severely distracted behind the wheel ran a red light and slammed into her car at 50 miles per hour. Can a Public Service Announcement (PSA) help reduce the number of distracted driving incidents? Table 1. Florida has taken a number of steps to discourage individuals from driving while distracted, including enacting a number of regulations to do so. ). Lennon, Rentfro, & OLeary, 2010: p. 95 The goal of social marketing is to encourage changes in behavior that benefit the individual, community, and society at large ( Therefore, creators of PSAs should investigate young adults motivations behind engaging in distracted driving in order to better influence their behavior. 1200 New Jersey Avenue, SE Texting while driving is 6 times more likely to get you in an crash than drunk driving. As quoted by ). Exploring the Effectiveness of Distracted Driving PSA (Public Service Other types of distracted driving. Therefore, organizations such as the National Highway Traffic Safety Administration have tried to create persuasive campaigns to reach drivers and tackle this hazardous activity. Traffic Safety Marketing: Distracted Driving. The U.S. Department of Transportations Faces of Distracted Driving video series shines a light on the tragic consequences of texting and cell phone use while driving. Several federal regulations target distractions for workers: NHTSA has issued voluntary guidelines to promote safety by discouraging the introduction of both. Still, some positive benefits have been found to exist from using fear-based or shocking content within advertisements. Distracted driving is doing another activity that takes the drivers attention away from driving. Its a great visual example of how even a quick glance away from the road can lead to a potentially serious incident. ). The Centers for Disease Control and Prevention (CDC) cannot attest to the accuracy of a non-federal website. Anything that takes your attention away from driving can be a distraction. This cookie is set by GDPR Cookie Consent plugin. The National Highway Traffic Safety Administration administered a survey in 2009 that reflected an increased frequency of electronic device use while people were driving ( Bitte whlen Sie Ihre Region aus. NHTSA, 2011 Talking on the phone. 7.02 eng.pdf - Can a Public Service Announcement PSA help reduce the These cookies perform functions like remembering presentation options or choices and, in some cases, delivery of web content that based on self-identified area of interests. Distracted Driving - We Save Lives Hastings, Stead, & Webb, 2004 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. Learn how to drive distraction away and get drivers to keep their eyes (and mind) on the road. 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. Lewis, Watson, Tay, & White, 2007 11 Distracted Driving Awareness Commercials and PSAs more likely to drive after drinking alcohol. They were: more likely to not always wear a seat belt; more likely to ride with a driver who had been drinking alcohol; and. Putting on makeup. The national distracted driving effort focuses on ways to change the behavior of drivers through legislation, enforcement, public awareness, and education. 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. It Starts with You: Zero Tolerance for Distracted Driving, 2021 National Sheriffs' Association. She was killed when rescuers were unable to get her out of the burning wreckage. These questionnaires were removed from the sample. ; 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. Distracted drivers aren't just a threat to themselves: they're a danger to everyone else on the road. Lewis, Watson, Tay, & White, 2007 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 ). Any of these distractions can endanger you, your passengers, and others on the road. Distracted Driving | Transportation Safety | Injury Center | CDC A reliable construct, it has a reported Cronbach alpha of 0.95 ( Efforts to stop people from texting while driving are not working, as shown by the numbers. They may have paused for a bit, but they have since resumed. NHTSA, 2011 Distracted driving is a leading cause of car accidents in the country. This theory attempts to explain and predict how individuals will respond to a communication message utilizing appeals to fear. Nine people in the United States are killed every day in crashes that are reported to involve a distracted driver.1. These individuals are more susceptible to media influence and are also more . Additionally, it would be better if sample were larger. 1.6 million crashes are caused by cell phone use while driving. Texting is just too common to be stopped with only a PSA. And phones arent even the biggest cause of distraction. In 2010, a national summit comprised of safety experts, industry leaders and several U.S. senators was held to examine what potential regulations could be enacted to solve this social danger ( Moreover, they may have harmful effects for those members of society who are less psychologically stable or vulnerable ( Park and Salmon (2005) Gozzi (2011) NHTSA leads the national effort to save lives by preventing this dangerous behavior. Let us show you how to connect the dots between human error reduction and fewer incidents, better engagement and stronger support for safety. The distractions comes from text messages, phone calls and radio. We also use third-party cookies that help us analyze and understand how you use this website. These cookies may also be used for advertising purposes by these third parties. Comprehensive GDL systems include five components. Can a PSA help reduce the number of distracted driving incid 1 out of 4 car crashes in the US is caused by texting while driving. These statistics substantiate the claim that many young adults, by their own admission, are engaging in a very distracting behavior while driving. Lewis, Watson, & Tay, 2007 First, with regard to descriptive characteristics, it was found that the sample was 42.2% male and 57.8% female. 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 ( Much of the prior research that studied the effectiveness of fear appeals to alter behavior has referenced two main theories as part of their conceptual frameworks. 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. 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. Another chi-square test was run for gender and intention to speak up when another driver is texting. argument_organizer4.rtf - Argument Organizer Choose one of Yet, despite this response, the subjects also reported a higher level of intent to behave in the ways depicted in the ads; this reaction is known as the boomerang effect ( Lennon, Rentfro & OLeary, 2010: p. 96 ValeneBummara,JinbongChoi, (2015) Exploring the Effectiveness of Distracted Driving PSA (Public Service Announcement). 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. 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 ( The results of their study showed that shocking content in an advertisement significantly increases attention, benefits memory, and positively influences behavior among the sample ( In their study of road safety advertisements, This cookie is set by GDPR Cookie Consent plugin. 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 ( (2019). . Affective response (general) scale. The truck driver was talking on his cell phone at the time of crash and said he never saw the bus. As part of RQ 1, some questions on the survey asked respondents to give their opinions regarding the PSA.
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