PSAs use ethos, pathos, and logos, which makes them effective. These campaigns generally fall under the umbrella term of social marketing. An official website of the United States government Here's how you know. Lewis, Watson, & Tay, 2007: p. 49 7.09: Can a PSA Help Reduce the Number of Distracted Driving Females agreed with the two intention measures more strongly than did males. 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. Thus, the present study will restrict participants to both males and females between the ages of 18 and 24. LaTour & Zahra, 1989: p. 63 Among these younger drivers, 9% of them were distracted at the time of the crash. 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. This cookie is set by GDPR Cookie Consent plugin. observe that a substantial body of literature spanning over five decades attests to contradictory findings regarding the manner in which fear is related to persuasion (p. 49). ; The risks are great and lead to unfathomable results. 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. Official websites use .govA .gov website belongs to an official government organization in the United States. In their experimental study, (2012). These cookies help provide information on metrics the number of visitors, bounce rate, traffic source, etc. The Protection Motivation Theory, originally developed by Qualifying questions were included to ensure that subjects fit into the sample criteria of students aged 18 - 24 attending Texas State University. Distracted driving can increase the chance of a motor vehicle crash. 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. PSAs use ethos, pathos, and logos, which makes them effective. Believing Rogers model to be limited in scope, The data showed that 47.1% of students somewhat agreed and 16.7% strongly agreed that they were less likely to text while driving after viewing the PSA. Affective response (general) scale. Centers for Disease Control and Prevention. Data from the questionnaires was entered into and analyzed using the statistical software program, SPSS. The 30-second PSA, Get the Message, features clips from people who lost loved ones in distracted driving crashes and have spoken out through the U.S. Department of Transports Faces of Distracted Driving campaign. One of the biggest distractions, texting and driving, has tried to be solved in many ways. ; 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 ( The questionnaire focused mainly on the behavior of texting while driving because, according to the The subjects will be shown one time a thirty- second public service announcement from the National Highway Traffic Safety Administrations campaign against distracted driving. 46 Words1 Page. As they were walking beside the road, a 19-year-old driving at 70 miles per hour struck Julie from behind, killing her instantly. Part . ; Emphasize that texts and phone calls can wait until arriving at a destination. However, you may visit "Cookie Settings" to provide a controlled consent. 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 ( Dahl, Frankenberger and Manchanda (2003) With regard to the content of the PSA, the following statistics were reported. The truck driver was talking on his cell phone at the time of crash and said he never saw the bus. Distracted driving in America is not a trivial issue in today's society. Get the facts, get involved, and help us keep America's roads safe. Fear appeals have commonly been utilized to prevent people, adolescents mainly, from engaging in such behavior. In the United States, over 3,100 people were killed and about 424,000 were injured in crashes involving a distracted driver in 2019. ValeneBummara,JinbongChoi, (2015) Exploring the Effectiveness of Distracted Driving PSA (Public Service Announcement). Its a powerful statement: children learn behavior from parents and its up to adults to be good role models while driving. 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. Murry, Stam, & Lastovicka, 1996: p. 1 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. Speak up if you are a passenger in a car with a distracted driver. Again, there was a statistically significant relationship found between these variables (2 = 12.856, p = 0.012). Do not multitask while driving. Distracted Driving PSAs & Infographics - National Sheriffs' Association In 2009, nearly 5,500 people died and half a million were injured in accidents involving a distracted driver. 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. However, males as a group appear less influenced by physical appeals intending to target them ( 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. (2010). 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). Advertisement cookies are used to provide visitors with relevant ads and marketing campaigns. 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. Davison (1983) Inform people, especially teenagers, on the fatal affects the victims and their families have received because of distracted driving. define a fear appeal as a persuasive communication attempting to arouse fear, promoting precautionary motivation and self-protective action (p. 97). Can a PSA help reduce the number of distracted driving incid believe that these types of advertisements are useful to society because they promote individuals to consider others and act in their best interest. What makes PSAs effective? This theory attempts to explain and predict how individuals will respond to a communication message utilizing appeals to fear. Part One 1. Amos Johnson Asheville, North CarolinaWATCH: http://www.youtube.com/watch?v=RcRTwKminbQOn May 10, 2010, 16-year-old Ashley Johnson was killed when she lost control of her vehicle, crossed the center line, and hit a pickup truck head-on. The third research question sought to determine whether or not the third-person effect would occur within the sample of students. Can a Public Service Announcement (PSA) help reduce the number of distracted driving incidents? She was killed when rescuers were unable to get her out of the burning wreckage. 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. National Highway Traffic Safety Administration. Raises people's awareness about the risks of distracted driving. Source: National Highway Traffic Safety Administrationexternal icon, 2019, Sourceexternal icon: Transportation Risk Behaviors Among High School Students Youth Risk Behavior Survey, United States, 2019. 7.02 eng.pdf - Can a Public Service Announcement PSA help reduce the Distracted driving isnt just a stupid mistake. 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. There are three main types of distraction:2, Sources: National Highway Traffic Safety Administration, 2010-2013external icon, 20142018external iconand 2019external icon. ). ). Approximately 60% of the sample rated the PSA to be on the Unpleasant side. 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. This means that over 78% of all distracted drivers are distracted because they have been texting while driving. These cookies track visitors across websites and collect information to provide customized ads. Lewis, Watson and Tay (2007) Lennon, Rentfro and OLeary (2010) All students viewed the same PSA and were administered the same version of the questionnaire. 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 ( ; In addition, freshman was 1%, sophomore was 22%, senior was 23%, and graduate student was 14%. 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. 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. Therefore, organizations such as the National Highway Traffic Safety Administration have tried to create persuasive campaigns to reach drivers and tackle this hazardous activity. Copyright 2006-2015 Scientific Research Publishing Inc. All rights reserved. ). ). The cookie is used to store the user consent for the cookies in the category "Other. Show More. Advances in Journalism and Communication,03,71-78. Cady was rushed to the hospital with critical injuries and died the next day. Students who texted or emailed while driving were also more likely to report other transportation risk behaviors. argument_organizer4.rtf - Argument Organizer Choose one of WASHINGTON U.S. Transportation Secretary Ray LaHood today released a new public service announcement (PSA) promoting the U.S. Department of Transportations Faces of Distracted Driving series, which has been viewed over 100,000 times since its launch in November 2010. ). Lennon, Rentfro, & OLeary, 2010 ; 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 ( Still, some positive benefits have been found to exist from using fear-based or shocking content within advertisements. Argument OrganizerChoose 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.Write the counterclaim that you will refute in your argument essay. Joel & Dianne Feldman Springfield, PennsylvaniaWATCH: http://www.youtube.com/watch?v=dPrZCCjrFLsOn July 17, 2009, 21-year-old Casey Feldman was struck and killed by a distracted driver as she crossed the street in Ocean City, New Jersey. ). Hastings, Stead, & Webb, 2004: p. 975 This is an ad about speeding, not distracted driving. Part One Write the claim you will present in your argument essay. Lennon, Rentfro and OLeary (2010) 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. Advertisements in this category tend to promote real-life practices or ideas rather than products or services. This theory, created by & Manchanda, 2003: p. 268, Lewis, Watson, Tay, & White, 2007: p. 213, Hastings, Stead, & Webb, 2004: pp. Distracted drivers arent just a threat to themselves: theyre a danger to everyone else on the road. The distractions comes from text messages, phone calls and radio. Is Parallel Parking On The Driving Test In Ny? Business Hours:9:00am-5:00pm ET, M-F. Brennan and Binney (2010) 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. They note that not every individual responds to fearful messages in the same way; rather, responses to fear appeals depend on the perceptions people develop concerning the enormity of the pending danger and on their evaluations of its effect ( Like the previous clip, this video takes place on a driving track. more likely to drive after drinking alcohol. There is myth that hands-free devices are safe but as this video shows hands-free doesnt mean risk-free. This lighthearted PSA doesnt need a graphic car crash to make its point. 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% ?.. These cookies allow us to count visits and traffic sources so we can measure and improve the performance of our site. Suddenly, the driver in front of them made an illegal left turn through a red light. ). How does the state of Florida prevent distracted driving? These individuals are more susceptible to media influence and are also more . ). 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. This study has implications for social marketers and public safety organizations. Therefore, creators of PSAs should investigate young adults motivations behind engaging in distracted driving in order to better influence their behavior. Cell phone records indicate that the driver was texting just prior to the collision. National Highway Traffic Safety Administration (2011), Lennon, Rentfro, & OLeary, 2010: p. 96, Lennon, Rentfro, & OLeary, 2010: p. 95, Dahl, Frankenberger. Park and Salmon (2005) All the videos on this list so far have focused on the problem. Schoenbachler & Whittler, 1996: p. 52 ).
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