Texting or emailing while driving was as common among students whose grades were mostly As or Bs as among students with mostly Cs, Ds, or Fs. Emphasize that texts and phone calls can wait until arriving at a destination. A commonly used strategy in social cause advertising seems to be appealing to fear. Schoenbachler and Whittler (1996) argument_organizer4.rtf - Argument Organizer Choose one of Schoenbachler & Whittler, 1996: p. 38 However, 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. Distracted Driving It was a seemingly normal day, and Jacy and her family were driving southbound. It may create a number of awkward social situations but it could lead to safer drivers (at least when theres someone in the passenger seat). An official website of the United States government Here's how you know. CDC is not responsible for Section 508 compliance (accessibility) on other federal or private website. These results are highly representative of normal driving populations, where most respondents have not been involved in a collision or received a moving violation within the past 5 years. 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. LaTour & Zahra, 1989: p. 63 ). Inform people, especially teenagers, on the fatal affects the victims and their families have received because of distracted driving. If you're in the driver's seat, try to avoid these altogether: Taking selfies. 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. ; 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. Raises people's awareness about the risks of distracted driving. ). 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. 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. Anderson, 1995: pp. The results of their study showed that shocking content in an advertisement significantly increases attention, benefits memory, and positively influences behavior among the sample ( 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. This study focused specifically on the distracted behavior of text messaging while driving. Lewis, Watson and Tay (2007) 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. A focus of the previous literature on fear appeals in advertising is what, if any, differences exist with regard to gender as a variable. Get the Message is available for download on www.distraction.gov. Its a great visual example of how even a quick glance away from the road can lead to a potentially serious incident. Lennon, Rentfro and OLeary (2010) The dependent variable was college students reported intent 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. Approximately 15 percent of all motor vehicle . RQ 2 explored what, if any, differences exist between males and females with regard to their response after viewing the PSA. According to the National Highway Traffic Safety Administration, six percent of drivers involved in fatal crashes are distracted at the time of the crashes. Distracted driving is doing another activity that takes the drivers attention away from driving. 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. ; The cookie is used to store the user consent for the cookies in the category "Analytics". 20 percent of the distracted driving accidents have been fatal. That is, people tend to perceive that the medias greatest impact will not be on me or you but on themthe third persons ( Teen's PSA, "Distracted Driving - It's More Than - EndDD This study has implications for social marketers and public safety organizations. Source: National Highway Traffic Safety Administrationexternal icon, 2019, Sourceexternal icon: Transportation Risk Behaviors Among High School Students Youth Risk Behavior Survey, United States, 2019. In his study, There are a few more forms of distracted driving that could cause an accident. The response to their heartbreaking stories has been overwhelming and their efforts to build public awareness are helping to save lives. Many states have enacted laws to help prevent distracted driving. National Highway Traffic Safety Administration. Can a PSA help reduce the number of distracted driving incid The third research question sought to determine whether or not the third-person effect would occur within the sample of students. Over half of the students perceived the PSA as believable and thought it would be beneficial to air on television. Wilson & Stimpson, 2010: p. 2213 Distracted driving isnt just a stupid mistake. Bruner (2009) 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 ( Fear appeals have commonly been utilized to prevent people, adolescents mainly, from engaging in such behavior. The national distracted driving effort focuses on ways to change the behavior of drivers through legislation, enforcement, public awareness, and education. Talking on the phone. Copyright 2015 by authors and Scientific Research Publishing Inc. The Affective Response (General) Scale by Texting is just too common to be stopped with only a PSA. Nine percent of drivers involved in fatal crashes are reported to have been distracted. Emily Reynolds, Cady's 17-year-old sister, is now an advocate against distracted driving and is an active member of NOYS, the National Organizations for Youth Safety. Necessary cookies are absolutely essential for the website to function properly. Distracted Driving | Transportation Safety | Injury Center | CDC The National Highway Traffic Safety Administration administered a survey in 2009 that reflected an increased frequency of electronic device use while people were driving ( In addition, some researchers believe that explicit, fear-arousing content in social marketing is not very effectual on their target audience because todays youth have had much greater exposure than previous generations to graphic images and other fear messages ( Almost 70% of the sample rated the PSA on the Left me with a bad feeling side of the scale. 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. 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 ( Distraction can be broken down into three overarching types. included within the survey asked respondents to rate their emotional response to the PSA. You also have the option to opt-out of these cookies. Moreover, recent research has shown that deaths resulting from distracted driving have risen more than 25% since 2005 ( 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. Its a powerful statement: children learn behavior from parents and its up to adults to be good role models while driving. ). These cookies ensure basic functionalities and security features of the website, anonymously. ). ). Half the screen shows the driver and the other half shows the road. ). ). In line with this research, LaTour and Zahras (1989) ). 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. In line with past literature, a gender discrepancy did appear in responses to the PSA. ). So what does it have to do with drivers who arent paying attention? ; ; Afterwards, they will complete a self-report questionnaire regarding their perceptions of the ad and their intent to engage in cell-phone use while driving. ; Safe driving requires maximum attention because there are other users on the road. Andersons (1995) 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). 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. The students viewed a thirty- second PSA before completing a self-report questionnaire. Drinking coffee or another beverage. In other words, one could argue that this cohort has been desensitized. 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. 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). National Highway Traffic Safety Administration. National Highway Traffic Safety Administration (2011) . In line with past literature, males and females in this sample responded differently to the message, with females being more responsive. 2.2. This website uses cookies to improve your experience while you navigate through the website. 205-206 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. Por favor elige tu regin The cookie is used to store the user consent for the cookies in the category "Other. Table 1. It shows the real-life impact of distracted driving on victimsand the effect is profound. Question: Can A Public Service Announcement Psa Help Reduce The Number Of Distracted Driving Incidents. Distracted drivers arent just a threat to themselves: theyre a danger to everyone else on the road. 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. This semantic differential 5-point scale uses three items to measure a respondents emotional reaction to a stimulus, in this case a PSA. Distracted Driving - We Save Lives In 2007, Washington state became the first state to ban texting while driving. Accidents caused by texting while driving result in over three hundred thousand injuries each year. ). doi: 10.4236/ajc.2015.34008, Home | About SCIRP | Sitemap | Contact Us. Lennon, Rentfro & OLeary, 2010: p. 96 These individuals are more susceptible to media influence and are also more . Lewis, Watson, Tay and White (2007) the American public) to behave in a way that is socially desirable ( 55-56 Find out makes a great PSA along with the best PSA examples from the award-winning video experts at RaffertyWeiss. After all completed surveys were collected, it was determined that seven of the surveys either had incomplete responses or belonged to respondents out of the 18 - 24 age bracket. In addition to providing great turns of phrase like stupid death by smartphone, it also offers a common-sense solution (with no handholding required). Davison, 1983: p. 3 This means that over 78% of all distracted drivers are distracted because they have been texting while driving. 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 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. Thus, the final sample size in the study was 102 making the response rate for the surveys 93.5%. The Centers for Disease Control and Prevention (CDC) cannot attest to the accuracy of a non-federal website. She was killed when rescuers were unable to get her out of the burning wreckage. Murry, Stam, & Lastovicka, 1996: p. 1 This study took a quantitative approach to examine the relationship between the independent and dependent variables, and answered the aforementioned research questions. Amos Johnson, Ashley's father, now speaks to local teens about the dangers of distracted driving. In their study of road safety advertisements, Can a Public Service Announcement (PSA) help reduce the number of distracted driving incidents? 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. In other words, if an individual does not perceive the behavior depicted in a PSA to be dangerous or relevant to him/herself, the advertising message might be lost on that person. The 30-second PSA, Get the Message, features clips from people from across the country who lost loved ones in distracted driving crashes and have spoken out through the U.S. Department of Transportations Faces of Distracted Driving campaign. However, you may visit "Cookie Settings" to provide a controlled consent. The cookie is used to store the user consent for the cookies in the category "Performance". In their review of numerous studies that have utilized fear appeals, Distracted driving can increase the chance of a motor vehicle crash. 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. Dahl, Frankenberger, & Manchanda, 2003 Graphic PSAs Increase Texting While Driving - Phys.org In 2009, nearly 5,500 people died and half a million were injured in accidents involving a distracted driver. Write the claim you will present in your argument essay. Brennan & Binney, 2010 As the NSC points out, drivers53% of thembelieve if manufacturers put infotainment dashboards and hands-free technology in vehicles, they must be safe. All the videos on this list so far have focused on the problem. And, as 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. 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. Other types of distracted driving. Washington, DC 20590855-368-4200. Judy Teater is a founding board member of FocusDriven, the first national nonprofit organization devoted specifically to raising awareness about the dangers of distracted driving. Hastings, Stead, & Webb, 2004 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. 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 ( Remind them driving is a skill that requires the drivers full attention. Can a PSA help reduce the number of distracted driving incidents argumentative essay? PSAs can provide first-hand accounts of distracted driving incidents and their effects on the people and also inform both adults and teenagers about the causes of distracted driving incidents, which would lead to a reduction of the number of driving incidents. 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 ). 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. (2021). Approximately 60% of the sample rated the PSA to be on the Unpleasant side. The Insurance Institute for Highway Safety tracks. Part One Write the claim you will present in your argument essay. , proposes that people will tend to overestimate the influence that mass communications have on the attitudes and behavior of others (p. 3). 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. Thats a lot of groundbut it can also be hard to visualize. 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. Previous research has looked at the ways in which fear is used and the effectiveness of doing so ( Putting on makeup. Dahl, Frankenberger, & Manchanda, 2003 As part of RQ 1, some questions on the survey asked respondents to give their opinions regarding the PSA. Speak up if you are a passenger in a car with a distracted driver. Exploring the Effectiveness of Distracted Driving PSA (Public Service According to a study posted on toddminerlaw's website it states that research hasshown that Florida is the second worst state in the us for distracted driving. The national distracted driving effort focuses on ways to change the behavior of drivers through legislation, enforcement, public awareness, and education. 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. RQ 3: Is there evidence of the third-person effect within the data results? The driver, an 18-year-old man, had picked up his phone to make a call and didn't see the light turn. ). believe that these types of advertisements are useful to society because they promote individuals to consider others and act in their best interest.
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