These two theories are the Protection Motivation Theory and the theory of the Third-Person Effect. Lennon, Rentfro, & OLeary, 2010 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 ( ; Veuillez choisir votre rgion ; Finally, a main limitation was that reported intentions might not fully and accurately determine actual behavior in people. This issue presents a problem for social marketers because the advertisements they create are seemingly reached by primarily one gender instead of both. 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. ). So what does it have to do with drivers who arent paying attention? Distracted Driving | Transportation Safety | Injury Center | CDC If you are deaf, hard of hearing, or have a speech disability, please dial 7-1-1 to access telecommunications relay services. Among fatal crashes involving distracted drivers in the U.S. in 2019: A higher percentage of drivers ages 1520 were distracted than drivers age 21 and older. Thus, the present study will restrict participants to both males and females between the ages of 18 and 24. These rumble strips are effective at reducing certain types of crashes. 1200 New Jersey Avenue, SE 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. Lewis, Watson, & Tay, 2007: p. 49 Distracted Driving Campaign Under the leadership of U.S. Secretary of Transportation Ray LaHood, the Department of Transportation launched an aggressive national campaign in 2009 to end the dangerous practice of distracted driving, and specifically texting and cell phone use behind the wheel. 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. One of the biggest distractions, texting and driving, has tried to be solved in many ways. ). Part One Write the claim you will present in your argument essay. 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. 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 ( 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 ( This study focused specifically on the distracted behavior of text messaging while driving. According to the The majority of respondents said that they see safety and PSA messages when they are on the road. Lewis, Watson, Tay, & White, 2007 The sample was comprised entirely of university students, who were critiqued as being a relatively homogeneous group ( Talking on the phone. What percentage of drivers are distracted? exposed his subjects to PSAs that featured two different messages of self-efficacy as a means of preventing the act of driving drunk and one PSA that solely described the likelihood of being arrested for driving drunk. The boomerang effect can be seen as an adverse reaction to viewing a threatening advertisement. Lewis, Watson, Tay, & White, 2007 Affective response (general) scale. Thus, the final sample size in the study was 102 making the response rate for the surveys 93.5%. PART ONE Lesson 07.02 Completed - Studocu But nothing has quite the visual impact of ads, public service announcements and other videos aimed at curbing distracted driving. Distracted Driving Dangers and Statistics | NHTSA Can a Public Service Announcement (PSA) help reduce the number of RQ 2 explored what, if any, differences exist between males and females with regard to their response after viewing the PSA. Question: Can A Public Service Announcement Psa Help Reduce The Number 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. ). (Looking at others for mistakes to keep yourself safe is such a useful habit that its a core skill taught with SafeStart.). 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 ( You can review and change the way we collect information below. PSAs use ethos, pathos, and logos, which makes them effective. 974- 975 Distracted Driving is a Problem! A commonly used strategy in social cause advertising seems to be appealing to fear. Bruner, 2009 In this manner, students could describe their reactions to the PSA and their motivations to engage in distracted driving behaviors open-endedly. 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. Additionally, it would be better if sample were larger. , approximately 20% of the car crashes involving injuries in 2009 were reportedly due to distracted driving. Cookies used to make website functionality more relevant to you. ). 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. U Text. Again, there was a statistically significant relationship found between these variables (2 = 12.856, p = 0.012). The truck driver was talking on his cell phone at the time of crash and said he never saw the bus. 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. , while intentions are a good predictor of behavior, they are far from a perfect measure (p. 212). Data from the questionnaires was entered into and analyzed using the statistical software program, SPSS. Share sensitive information only on official, secure websites. RQ 3: Is there evidence of the third-person effect within the data results? You will be subject to the destination website's privacy policy when you follow the link. Efforts to stop people from texting while driving are not working, as shown by the numbers. Therefore, creators of PSAs should investigate young adults motivations behind engaging in distracted driving in order to better influence their behavior. ). Lewis, Watson and Tay (2007) Distracted Driving Campaign | US Department of Transportation Andersons (1995) Studying the dataset in SPSS led to some conclusions about the sample. Like the previous clip, this video takes place on a driving track. PSA (Public Service Announcement), Districted Driving, Third-Person Effect. 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. The goal of the ad is to elicit fear and compliance into the audience by insinuating that they, too, could have a vehicle wreck on the road if they use their cell phones while 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 ( Venkatraman, V., Richard, C. M., Magee, K., & Johnson, K. (2021). 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. 55-56 Amos Johnson, Ashley's father, now speaks to local teens about the dangers of distracted driving. Distracted driving in America is not a trivial issue in today's society. found that the young men and women in their studys sample did not respond to the public service announcement they viewed in the same manner. The driver, an 18-year-old man, had picked up his phone to make a call and didn't see the light turn. By making these modifications, the study results could be generalized to the larger population. 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. points out, one can die by being a distracted driver themselves or as a victim of another individual driving in that manner. Distracted Driving (Psas) - 931 Words | Bartleby Davison, 1983: p. 3 Other uncategorized cookies are those that are being analyzed and have not been classified into a category as yet. The survey instrument also utilized items from a preexisting scale entitled the Affective Response (General) Scale ( RQ 2: Do responses to the PSA differ according to gender? 2.3. A car going 60 mph will travel 88 feet per second. ; 20 percent of the distracted driving accidents have been fatal. U.S. Department of Transportation Releases "Faces of Distracted Driving Show More. ; 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. Lennon, Rentfro, & OLeary, 2010 claim that threatening advertisements have been widely used in the social marketing of road safety (p. 48). 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). 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. NHTSA, 2011 What does Florida do to prevent distracted driving? Drivers of all ages will be able to learn about the dangers of texting and driving with the use of public service announcements. 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. How does the state of Florida prevent distracted driving? LaTour & Zahra, 1989: p. 61 1.6 million crashes are caused by cell phone use while driving. ). found the third-person effect to play out within their study participants. Using an app. 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 (
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