1 out of 4 car crashes in the US is caused by texting while driving. This rant is a segment from Canadas Rick Mercer Report. findings are limited in that his research was concerned with participants ability to change the behavior of others, as opposed to modifying their own behavior. Traffic Safety Marketing: Distracted Driving. These cookies help provide information on metrics the number of visitors, bounce rate, traffic source, etc. Suddenly, the ad shocks the audience by showing each driver crash their vehicle as a result of their distraction. Chaudhary, N.K., Casanova-Powell, T.D., Cosgrove, L., Reagan, I., & Williams, A. These cookies track visitors across websites and collect information to provide customized ads. these results, it does seem as though the PSA evokes the sought after intentions in the sample. Lewis, Watson, Tay, & White, 2007 The Insurance Institute for Highway Safety tracks. 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. (2021). The subjects will be shown one time a thirty- second public service announcement from the National Highway Traffic Safety Administrations campaign against distracted 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 subjects in the study did find the illustrated behaviors to be more distracting that they previously believed, a seemingly positive effect of the advertising appeal ( 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 ( The third research question sought to determine whether or not the third-person effect would occur within the sample of students. How does the state of Florida prevent distracted driving? Qualifying questions were included to ensure that subjects fit into the sample criteria of students aged 18 - 24 attending Texas State University. Gozzi (2011) Fear appeals have commonly been utilized to prevent people, adolescents mainly, from engaging in such behavior. Lewis, Watson, Tay, & White, 2007 Whether its adjusting your mirrors, selecting music, eating, making a phone call, or reading a text or emaildo it before or after your trip, not during. Thats a lot of groundbut it can also be hard to visualize. LaTour & Zahra, 1989: p. 61 There is an app called "OnMyWay", that will pay a person five cents for every mile they drive without going on their phone. Public service announcements are a great way to communicate. Don't drive blind Watch on "Thank You" ). Laurie Hevier, Julie's daughter, is now an advocate against distracted driving. Part One Write the claim you will present in your argument essay. The results of their study showed that shocking content in an advertisement significantly increases attention, benefits memory, and positively influences behavior among the sample ( The absurdity of texting while kissing or during yoga makes you question why texting while driving would be any different. 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. Watch: Faces of Distracted Driving: Get the Message: http://www.youtube.com/watch?v=vjmlv1rbGKE. ). Rogers (1983) 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. Half the screen shows the driver and the other half shows the road. By clicking Accept All, you consent to the use of ALL the cookies. doi: 10.4236/ajc.2015.34008, Home | About SCIRP | Sitemap | Contact Us. Our safety resources give you the knowledge and stories you need to manage human factorsand wont find anywhere else. Lennon, Rentfro and OLeary (2010) Copyright 2006-2015 Scientific Research Publishing Inc. All rights reserved. Distractions lead to disaster. 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. 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 ( Lewis, Watson, & Tay, 2007: p. 49 Graduated driver licensing (GDL) is a system which helps new drivers gain experience under low-risk conditions by granting driving privileges in stages. There is myth that hands-free devices are safe but as this video shows hands-free doesnt mean risk-free. Lennon, Rentfro, & OLeary, 2010: p. 96 It focuses on Josh, a driver who likes to text and watch movies while behind the wheel. 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. This theory, created by ). Distracted driving is dangerous, claiming 3,142 lives in 2020. 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. Advertisements in this category tend to promote real-life practices or ideas rather than products or services. One possible reason for this inconsistency is described in ). Part One 1. The driver, an 18-year-old man, had picked up his phone to make a call and didn't see the light turn. 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. Almost 70% of the sample rated the PSA on the Left me with a bad feeling side of the scale. But this hilarious distracted driving PSA presents a rather unorthodox solution. 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 ( All Rights Reserved, National Sheriffs' Educational Foundation, Domestic Violence & Crime Victim Services, Inmate Health Care & Recidivism Task Force, National Law Enforcement Center on Animal Abuse, NSA Crisis Management & Communication Training, Occupant Protection/Child Passenger Safety. A PSA can help reduce the number of distracted driving incidents. In line with this research, If you're in the driver's seat, try to avoid these altogether: Taking selfies. http://creativecommons.org/licenses/by-nc/4.0/, Received 20 October 2015; accepted 2 December 2015; published 7 December 2015. 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. Although her father had warned her against cell phone use behind the wheel, she was texting at the time of the crash. About 1 in 5 of the people who died in crashes involving a distracted driver in 2019 were not in vehiclesthey were walking, riding their bikes, or otherwise outside a vehicle. PSAs use ethos, pathos, and logos, which makes them effective. This campaign is aimed at teen drivers to help reduce the risks of distracted driving-related car accidents in Massachusetts and elsewhere, according to Consumer Reports. Lewis, Watson, Tay and White (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. ). These include banning texting while driving, implementing hands-free laws, and limiting the number of young passengers who can ride with teen drivers. altered the original Protection Motivation Model in their study of college students responses to fear- provoking messages about sexually transmitted diseases. Anderson, 1995 ). 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. A car going 60 mph will travel 88 feet per second. 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. Distracted drivers aren't just a threat to themselves: they're a danger to everyone else on the road. Lennon, Rentfro, & OLeary, 2010: p. 95 ). In 2007, Washington state became the first state to ban texting while driving. Distracted Driving Summary Fact Sheet pdf icon[PDF 660 KB]. There are a few more forms of distracted driving that could cause an accident. Find out makes a great PSA along with the best PSA examples from the award-winning video experts at RaffertyWeiss. Of course,PSA can help to reduce the number,of distracted driving incidents,but not to much.maximum 10%,because people can't still realize how dangerous it is,before they won't face the same problem.But we can see here second view of point.Maybe PSA can help reduce the number of distracted driving more,than 10% ?.. However, Can a Public Service Announcement (PSA) help reduce the number of distracted driving incidents? Schoenbachler & Whittler, 1996: p. 52 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 ( National Highway Traffic Safety Administration. Currently, the main source of distracted driving is cell phones. 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 ( Can a PSA help reduce the number of distracted driving incidents argumentative essay? found the third-person effect to play out within their study participants. The risks are great and lead to unfathomable results. This phenomenon, generally referred to as distracted driving, is at the basis of numerous new traffic safety laws and campaigns aimed at preventing car accidents and loss of life on the road. 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 ( How effective are PSAs? Thus, the present study will restrict participants to both males and females between the ages of 18 and 24. Over half of the students perceived the PSA as believable and thought it would be beneficial to air on television. But this video is what happens when you strip away the dramatization. Loud music. Most driving incidents comes from drivers being distracted. Venkatraman, V., Richard, C. M., Magee, K., & Johnson, K. (2021). 46 Words1 Page. Lennon, Rentfro and OLeary (2010) This cookie is set by GDPR Cookie Consent plugin. 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. Write the claim you will present in your argument essay. Ask the driver to focus on driving. Lewis, Watson and Tay (2007) Lennon, Rentfro, & OLeary, 2010: p. 95 You also have the option to opt-out of these cookies. Linking to a non-federal website does not constitute an endorsement by CDC or any of its employees of the sponsors or the information and products presented on the website. Advances in Journalism and Communication,03,71-78. In other words, one could argue that this cohort has been desensitized. 205-206 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 ( chastise social marketers for their pervasive use of threatening messages and describe their concerns regarding the negative effects of these campaigns. Schoenbachler and Whittler (1996) Informs safety guides of driving. Necessary cookies are absolutely essential for the website to function properly. So what does it have to do with drivers who arent paying attention? Moreover, they may have harmful effects for those members of society who are less psychologically stable or vulnerable ( Advances in Journalism and Communication The boomerang effect can be seen as an adverse reaction to viewing a threatening advertisement. And, as ). Choose 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. This fact sheet provides an overview of distracted driving and promising strategies that are being used to address distracted driving. 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. The National Highway Traffic Safety Administration administered a survey in 2009 that reflected an increased frequency of electronic device use while people were driving ( Brennan and Binney (2010) She was killed when rescuers were unable to get her out of the burning wreckage. Nicholson & Xiao, 2011: p. 2529 ValeneBummara,JinbongChoi, (2015) Exploring the Effectiveness of Distracted Driving PSA (Public Service Announcement). First, with regard to descriptive characteristics, it was found that the sample was 42.2% male and 57.8% female. 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. ; There are three main types of distraction:2, Sources: National Highway Traffic Safety Administration, 2010-2013external icon, 20142018external iconand 2019external icon. In 2009, nearly 5,500 people died and half a million were injured in accidents involving a distracted driver. Lennon, Rentfro and OLeary (2010) 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. Distracted driving can increase the chance of a motor vehicle crash. Can You Shoot A Hawk If It Is Killing Your Chickens? Can a PSA help reduce the number of distracted driving incidents argumentative essay? ). Using an app. National Highway Traffic Safety Administration. ). Hastings, Stead, & Webb, 2004 U.S. Department of Transportation Releases Faces of Distracted Driving Public Service Announcement, http://www.youtube.com/watch?v=vjmlv1rbGKE, http://www.youtube.com/watch?v=rr7TfwtO17I, http://www.youtube.com/watch?v=NdQDTmKY0vY, http://www.youtube.com/watch?v=dPrZCCjrFLs, http://www.youtube.com/watch?v=VDKOiMSkLxY, http://www.youtube.com/watch?v=aG79X-hYJ_E, http://www.youtube.com/watch?v=Z6iCrZ4AIpw, http://www.youtube.com/watch?v=RcRTwKminbQ, http://www.youtube.com/watch?v=_pHBWyUQxx4, http://www.youtube.com/watch?v=_vB22cW1ZMY, Office of the Assistant Secretary for Research and Technology. , was described and then modified by U Text. The researcher first wanted to know how many individuals in the sample had previously seen the PSA used in the present study. 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. 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. Course Number: Date: Can A PSA Help Reduce Distracted Driving Accidents? Several federal regulations target distractions for workers: NHTSA has issued voluntary guidelines to promote safety by discouraging the introduction of both. This website uses cookies to improve your experience while you navigate through the website. In addition, freshman was 1%, sophomore was 22%, senior was 23%, and graduate student was 14%. 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. Per favore scegli la tua regione Comprehensive GDL systems include five components. 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 ( 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 ( 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. NHTSA, 2011 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? Lennon, Rentfro, & OLeary, 2010 , it involves all three of the main distraction types mentioned previously. Joe died the next day from his injuries. The present study lacked a pre-test to compare students initial opinions to those after viewing the PSA. RQ 2 explored what, if any, differences exist between males and females with regard to their response after viewing the PSA. 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. Heart of the issue will overcome bias In their review of numerous studies that have utilized fear appeals, 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. 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. Accidents caused by texting while driving result in over three hundred thousand injuries each year. RQ 2: Do responses to the PSA differ according to gender? Lewis, Watson, Tay, & White, 2007: p. 213 Wilson & Stimpson, 2010: p. 2213 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. Additionally, it would be better if sample were larger. Tanner, Hunt, & Eppright, 1991 We also use third-party cookies that help us analyze and understand how you use this website. Davison (1983) claim that threatening advertisements have been widely used in the social marketing of road safety (p. 48). Raising awareness through PSA's is one of the many helpful ways to allow drivers to focus their attention properly on the road. Many states have enacted laws to help prevent distracted driving. 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. 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. Distracted driving is doing another activity that takes the drivers attention away from driving. Most students in the sample somewhat agreed that, after watching the PSA, they were less likely to text while driving and more likely to speak up when they were passengers; this finding suggests a degree of effectiveness from the fear appeal. And phones arent even the biggest cause of distraction. Share sensitive information only on official, secure websites. ; Lennon, Rentfro, & OLeary, 2010 Putting on makeup. Rogers, 1983 Por favor elige tu regin 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. This video is from the National Safety Council as part of their efforts to fight distracted driving. 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. It Starts with You: Zero Tolerance for Distracted Driving, 2021 National Sheriffs' Association. These cookies ensure basic functionalities and security features of the website, anonymously. 10 CDC's GDL Planning Guide 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.