Centers for Disease Control and Prevention. Dahl, Frankenberger, & Manchanda, 2003 Reduce distractions for the driver by assisting with navigation or other tasks. 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. Theres a number of them out there, and they range from funny takes on our inability to multitask to heartbreaking interviews with car crash victims. Based on. Moreover, stronger emphasis should be placed on reaching males in the target audience, as they appear to respond less to public service announcement messages. Many states have enacted laws to help prevent distracted driving. Bitte whlen Sie Ihre Region aus. Can A Psa Help Reduce The Number Of Distracted Driving Incidents Claim 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). analyzed college students responses to controversial AIDS prevention advertisements. Putting on makeup. Distracted driving in America is not a trivial issue in today's society. First, with regard to descriptive characteristics, it was found that the sample was 42.2% male and 57.8% female. more likely to drive after drinking alcohol. National Highway Traffic Safety Administration (2011), Lennon, Rentfro, & OLeary, 2010: p. 96, Lennon, Rentfro, & OLeary, 2010: p. 95, Dahl, Frankenberger. Crash reconstruction reports showed the driver could not have been looking at the road for 8.75 seconds. That is, people tend to perceive that the medias greatest impact will not be on me or you but on themthe third persons ( The students in this sample reported that they did text while driving even though most students (44.1%) strongly disagreed that the PSA made texting while driving seemed more dangerous than it actually was. Lennon, Rentfro and OLeary (2010) . Sending a text message, talking on a cell phone, using a navigation system, and eating while driving are a few examples of distracted driving. In addition, freshman was 1%, sophomore was 22%, senior was 23%, and graduate student was 14%. ). These findings are in line with those of prior research, which have often found that males and females respond differently to PSAs using fear appeals, with females being more responsive. The results showed that a statistically significant relationship exists between these two variables (2 = 23.867, p = 0.000). PSAs use ethos, pathos, and logos, which makes them effective. Public service announcements are a great way to communicate. Per favore scegli la tua regione 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. 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. The PSA ends with the Put it down campaign logo and lists the NHTSA as the sponsor. 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 ( Table 1. Although her father had warned her against cell phone use behind the wheel, she was texting at the time of the crash. ; 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. A commonly used strategy in social cause advertising seems to be appealing to fear. Copyright 2015 by authors and Scientific Research Publishing Inc. 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. 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 ( What percentage of drivers are distracted? Brennan & Binney, 2010 Advertisement cookies are used to provide visitors with relevant ads and marketing campaigns. Texting while driving is 6 times more likely to get you in an crash than drunk driving. Thank you for taking the time to confirm your preferences. 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. Gozzi (2011) Tanner, Hunt and Eppright (1991) And, as If you need to go back and make any changes, you can always do so by going to our Privacy Policy page. Again, the results of this study found the difference between genders to be significant. Over half of the students perceived the PSA as believable and thought it would be beneficial to air on television. Its a deadly trend on American roads, and its getting worse. This finding might be useful for social marketers to know if they aim to be transparent sponsors. High school student, Rachael Diaz wrote a 30 second public service announcement about teens and distracted driving for her video production class, winning first prize in the first Drive Safe Chicago PSA contest sponsored by the Chicago Auto Show and the National . 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.. The issue of distracted driving has been a popular topic in research and the subject of numerous campaigns and laws. Distracted driving is a terrifyingly common problem. Suddenly, the ad shocks the audience by showing each driver crash their vehicle as a result of their distraction. Por favor elige tu regin Additionally, it would be better if sample were larger. How effective are PSAs? The good news is that distracted driving PSAs are effective in most cases, but especially with the 18 to 24 age group. Though chastise social marketers for their pervasive use of threatening messages and describe their concerns regarding the negative effects of these campaigns. LaTour & Zahra, 1989: p. 61 Centers for Disease Control and Prevention. Schoenbachler & Whittler, 1996 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. These cookies ensure basic functionalities and security features of the website, anonymously. ; These individuals are more susceptible to media influence and are also more . 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. Advances in Journalism and Communication Distracted Driving 3,142 Number of people killed by distracted driving in 2020 Source U Drive. These two theories are the Protection Motivation Theory and the theory of the Third-Person Effect. This cookie is set by GDPR Cookie Consent plugin. So what does it have to do with drivers who arent paying attention? These questionnaires were removed from the sample. Don't drive blind Watch on "Thank You" ). Lewis, Watson, Tay, & White, 2007 Does our State do Enough to Prevent Distracted Driving? - StudyDriver.com Overall, students expressed the opinion that the PSA was believable and somewhat useful for preventing texting while driving. 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. This age group was selected for two reasons. Lennon, Rentfro, & OLeary, 2010: p. 96 All information these cookies collect is aggregated and therefore anonymous. 20 percent of the distracted driving accidents have been fatal. Distracted drivers arent just a threat to themselves: theyre a danger to everyone else on the road. The cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional". LaTour & Zahra, 1989 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 ( Graduated driver licensing (GDL) is a system which helps new drivers gain experience under low-risk conditions by granting driving privileges in stages. Distracted drivers aren't just a threat to themselves: they're a danger to everyone else on the road. campaign targets teenagers with an ad that compares places where you would text vs. places where you wouldnt. 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. claim that threatening advertisements have been widely used in the social marketing of road safety (p. 48). SOLUTION: 7.06 write argumentative essay - Studypool 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 ). Get the facts, get involved, and help us keep America's roads safe. Distracted Driving Campaign | US Department of Transportation The present study lacked a pre-test to compare students initial opinions to those after viewing the PSA. Bruner, 2009: p. 15 In his study, 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. We also use third-party cookies that help us analyze and understand how you use this website. National Highway Traffic Safety Administration (2011) Can a Public Service Announcement (PSA) help reduce the number of distracted driving incidents? After the projects were complete, observed driver cell phone use fell from: 4.1% to 2.7% in the Sacramento Valley Region in California, Graduated driver licensing (GDL) is a system which helps new drivers gain experience under low-risk conditions by granting driving privileges in stages. ; ; Anderson, 1995: pp. Lennon, Rentfro, & OLeary, 2010 NHTSA, 2011 Tanner, Hunt and Eppright (1991) This video is from the National Safety Council as part of their efforts to fight distracted driving. The other part of RQ 1 concerned the impact of an anti-distracted driving PSA on student intentions. Lewis, Watson, Tay, & White, 2007: p. 213 The dependent variable was college students reported intent to text while driving. 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. The boomerang effect can be seen as an adverse reaction to viewing a threatening advertisement. Business Hours:9:00am-5:00pm ET, M-F. 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. Inform people, especially teenagers, on the fatal affects the victims and their families have received because of distracted driving. 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. Lewis, Watson, Tay amd White (2007) ). 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. Davison (1983) 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. Bruner, 2009 these results, it does seem as though the PSA evokes the sought after intentions in the sample. Table 1 shows the measures of central tendency for the three scale items. Lennon, Rentfro, & OLeary, 2010 In 2009, nearly 5,500 people died and half a million were injured in accidents involving a distracted driver. 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. 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). This study focused specifically on the distracted behavior of text messaging while driving. NHTSA, 2011 With a major increase in distracted driving and the two million accidents associated with it, the government has tried to change behaviors with PSAs. Texting or emailing while driving was more common among older students than younger students (see figure below) and more common among White students (44%) than Black (30%) or Hispanic students (35%). Other uncategorized cookies are those that are being analyzed and have not been classified into a category as yet. They help us to know which pages are the most and least popular and see how visitors move around the site. LaTour & Zahra, 1989 205-206 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 ( They may have paused for a bit, but they have since resumed. ). Murry, Stam, & Lastovicka, 1996: p. 1 Distracted Driving is a Problem! 'Stop the Texts. Stop the Wrecks.' to Help Reduce Distracted Driving The National Highway Traffic Safety Administration administered a survey in 2009 that reflected an increased frequency of electronic device use while people were driving ( ValeneBummara,JinbongChoi, (2015) Exploring the Effectiveness of Distracted Driving PSA (Public Service Announcement). Yellman, M.A., Bryan, L., Sauber-Schatz, E.K., Brener, N. (2020). National Highway Traffic Safety Administration. Moreover, recent research has shown that deaths resulting from distracted driving have risen more than 25% since 2005 ( Tanner, Hunt, & Eppright, 1991 This paper examines the impact that a public service announcement featuring a fear appeal to discourage distracted driving has on the perceptions and intentions of a sample (N = 102) of Texas State University students. Cady was rushed to the hospital with critical injuries and died the next day. Are distracted driving PSAs effective? | Jerry assert that motor vehicle crashes are the leading cause of death and disability for young Americans (p. 181). Lewis, Watson, Tay and White (2007) 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 ( These cookies allow us to count visits and traffic sources so we can measure and improve the performance of our site. The goal of social marketing is to encourage changes in behavior that benefit the individual, community, and society at large ( 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. 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). Having a Public Service Announcement (PSA) will reduce the distracted driving incidents because, people will show the serious consequences, raise awareness, reduce the numbers in distractions car.
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do psa help reduce distracted driving incidents