PAPER #35 - Does mass-media message influence aggressive and risky driving? A pilot study.

Problem statement: The influence of media messages on individuals' behavior has been long tested. The Papageno effect states that public presentations in mass-media of suicidal ideation, not accompanied by attempted or completed suicide, is associated with a decrease in suicide rates whereas the Werther effect states that suicide rates increases along with the frequency of exposure in media of suicidal attempts or completed suicide (Niederkrotenthaler et al., 2010). Therefore, understanding the influence of mass media content upon individuals' behavior is mandatory. Purpose of study: Through this study we tested the hypothesis that the type of message content from mass-media influences drivers' aggressive and risky behavior. Moreover, we also presume that media content may have an influence on the tendency of violating traffic norms. Research methods: Three experimental conditions were created using information about the frequency of risky and aggressive behavior, and norms violating in traffic, namely positive, negative and neutral media message. The instruments used for measuring driver's behavior were DAX 49 (Driver Anger Expression), DATQ 65 (Driver's Angry Thoughts Questionnaire), DBQ (Driver's Behavior Questionnaire) and 18 items meant to asses driver's risky behavior in traffic. Background data such as age, gender, and average mileage were recorded. Findings: One hundred and fifty drivers (nmen = 75) were randomly assigned in one of the three experimental conditions, namely negative, positive or neutral media messages. Using One way ANOVA and Independent Samples T-Test we found out that there is a significant effect of the experimental condition (positive, negative and neutral media message) on driver's aggressive behavior, angry thoughts, and risky behavior. Driver's aggressive behavior, angry thoughts, and risky behavior increase when being encountered with a positive media message. Conclusions: Through this study we managed tofind out that the content of media messages does have an impact on driver's behavior, namely a positive message decreases aggressive and risky behavior tendencies. This being said, we consider that mass media could emphasize on presenting examples of positive behaviors in traffic in order to decrease the frequency of driver's aggressive and risky behavior. [ABSTRACT FROM AUTHOR]