Suddenly, the ad shocks the audience by showing each driver crash their vehicle as a result of their distraction. If you are deaf, hard of hearing, or have a speech disability, please dial 7-1-1 to access telecommunications relay services. 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. Distraction can be broken down into three overarching types. In addition to providing great turns of phrase like stupid death by smartphone, it also offers a common-sense solution (with no handholding required). 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. 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. Thats a lot of groundbut it can also be hard to visualize. 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 . How many accidents are caused by distracted driving each year? Lennon, Rentfro and OLeary (2010) Accidents from distracted driving occur when the driver's attention is distracted by external factors such as picking calls, answering texts, or even taking a bite. The subjects will be shown one time a thirty- second public service announcement from the National Highway Traffic Safety Administrations campaign against distracted driving. ). But nothing has quite the visual impact of ads, public service announcements and other videos aimed at curbing distracted driving. Dahl, Frankenberger. Lewis, Watson, Tay, & White, 2007 But this hilarious distracted driving PSA presents a rather unorthodox solution. these results, it does seem as though the PSA evokes the sought after intentions in the sample. Lennon, Rentfro, & OLeary, 2010 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. This cookie is set by GDPR Cookie Consent plugin. Still, some positive benefits have been found to exist from using fear-based or shocking content within advertisements. These two theories are the Protection Motivation Theory and the theory of the Third-Person Effect. Distracted driving in America is not a trivial issue in today's society. 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. 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. This means that over 78% of all distracted drivers are distracted because they have been texting while driving. believe that these types of advertisements are useful to society because they promote individuals to consider others and act in their best interest. The number of distracted driving incidents can be reduced by public service announcements. 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 study did have its limitations. Lewis, Watson, Tay amd White (2007) ; The modal classification within the dataset was Junior, with 41.2% of respondents belonging to that category. ; 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 ( PSA (Public Service Announcement), Districted Driving, Third-Person Effect. By clicking Accept All, you consent to the use of ALL the cookies. Source: National Highway Traffic Safety Administrationexternal icon, 2019, Sourceexternal icon: Transportation Risk Behaviors Among High School Students Youth Risk Behavior Survey, United States, 2019. Joe died the next day from his injuries. (Looking at others for mistakes to keep yourself safe is such a useful habit that its a core skill taught with SafeStart.). , proposes that people will tend to overestimate the influence that mass communications have on the attitudes and behavior of others (p. 3). Copyright 2006-2015 Scientific Research Publishing Inc. All rights reserved. Distraction can be broken down into three overarching types. ). Brennan & Binney, 2010 This tactic is relevant to the present studys topic because, according to (2010). Show More. With regard to the content of the PSA, the following statistics were reported. Tagged Distracted Driving, Driving Safety, Toll-free: (866) 962-9575Direct: (613) 962-9577, phones arent even the biggest cause of distraction, Looking at others for mistakes to keep yourself safe, Traffic Accident Avoided Due to SafeStart. Per favore scegli la tua regione (2012). 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 ( Lewis, Watson, Tay and White (2007) Laurie Hevier St. Paul, MinnesotaWATCH: http://www.youtube.com/watch?v=_pHBWyUQxx4On April 15, 2009, 58-year-old Julie Davis set off for a hike with her best friend in Rudolph, Wisconsin. included within the survey asked respondents to rate their emotional response to the PSA. Tanner, Hunt, & Eppright, 1991 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 ( These cookies allow us to count visits and traffic sources so we can measure and improve the performance of our site. 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. Many states have enacted laws to help prevent distracted driving. Rogers, 1983 A 30-second PSA against distracted driving from the National Highway Traffic Safety Administration served as the independent variable. 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. First, most previous research in this area has utilized young adults in their samples ( Yellman, M.A., Bryan, L., Sauber-Schatz, E.K., Brener, N. (2020). Males were significantly less likely to express intention to both decrease their driving speed and refrain from drinking under the influence of alcohol than were females ( The good news is that distracted driving PSAs are effective in most cases, but especially with the 18 to 24 age group. We use cookies on our website to give you the most relevant experience by remembering your preferences and repeat visits. But opting out of some of these cookies may affect your browsing experience. Lewis, Watson, Tay, & White, 2007 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. Lewis, Watson and Tay (2007) Its a great visual example of how even a quick glance away from the road can lead to a potentially serious incident. NHTSA, 2011 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. Hastings, Stead, & Webb, 2004: pp. The researcher first wanted to know how many individuals in the sample had previously seen the PSA used in the present study. Lennon, Rentfro, & OLeary, 2010 points out, one can die by being a distracted driver themselves or as a victim of another individual driving in that manner. Distracted Driving It was a seemingly normal day, and Jacy and her family were driving southbound. 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. Like the previous clip, this video takes place on a driving track. Distracted driving is a huge issue in our society. It does not store any personal data. campaign targets teenagers with an ad that compares places where you would text vs. places where you wouldnt. This cookie is set by GDPR Cookie Consent plugin. Parachute Canadas Is It Worth It? Get the facts, get involved, and help us keep America's roads safe. 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. Given the pervasiveness of handheld technology in our society, there has been growing concern about the risks involved with using such devices, specifically cell phones, while operating a vehicle. 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. Moreover, since they tend to be the target audience, young adults could be helpful in designing the content and messages in distracted driving PSAs. Raises people's awareness about the risks of distracted driving. In line with past literature, males and females in this sample responded differently to the message, with females being more responsive. Dahl, Frankenberger, & Manchanda, 2003 Watch: Faces of Distracted Driving: Get the Message: http://www.youtube.com/watch?v=vjmlv1rbGKE. Do PSA help reduce the number of distracted driving incidents? With a major increase in distracted driving and the two million accidents associated with it, the government has tried to change behaviors with PSAs. Another limitation described in prior research is that, although fear appeals seem to elicit viewers attention, their capacity to induce real behavioral change in individuals is debatable ( An official website of the United States government Here's how you know. 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. Thus, the present study will restrict participants to both males and females between the ages of 18 and 24. A PSA can help reduce the number of distracted driving incidents. 1.6 million crashes are caused by cell phone use while driving. U Text. Advertisement cookies are used to provide visitors with relevant ads and marketing campaigns. 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. Comprehensive GDL systems include five components 8-9, one of which addresses distracted driving: the young passenger restriction. Ask the driver to focus on driving. Por favor elige tu regin Por favor escolha a sua regio ). ). Contrary to past research, this study did not find support for the third-person effect. They help us to know which pages are the most and least popular and see how visitors move around the site. 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. Can You Shoot A Hawk If It Is Killing Your Chickens? Additionally, it would be better if sample were larger. 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 ( 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 ( The present study focuses on a campaign encouraging safe driving, but advertisements exist on a number of other social issues such as environmental protection, drug abuse and safe sex practices. These cookies ensure basic functionalities and security features of the website, anonymously. ). Copyright 2015 by authors and Scientific Research Publishing Inc. Anderson (1995) Distracted driving is a terrifyingly common problem. ). Centers for Disease Control and Prevention. There's a new public service announcement (PSA) being used to help educate drivers about the risks, dangers and consequences of texting while driving. Using an app. 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. Several federal regulations target distractions for workers: NHTSA has issued voluntary guidelines to promote safety by discouraging the introduction of both. The Protection Motivation Theory, originally developed by 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. Schoenbachler and Whittler (1996) Public service announcements are a great way to communicate. ). 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. He drove into oncoming traffic, and their vehicle was struck by a tractor-trailer. Seriously. A reliable construct, it has a reported Cronbach alpha of 0.95 ( The Insurance Institute for Highway Safety tracks. Any of these distractions can endanger you, your passengers, and others on the road. Cookies used to track the effectiveness of CDC public health campaigns through clickthrough data. 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. Distracted driving can increase the chance of a motor vehicle crash. ValeneBummara,JinbongChoi, (2015) Exploring the Effectiveness of Distracted Driving PSA (Public Service Announcement). ). Do not multitask while 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 (