Communication Strategies to Influence Audience Behavior: The Case of Road Traffic Safety Radio Programs in Addis Ababa
No Thumbnail Available
Date
2009-06
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Addis Ababa University
Abstract
This study examined the effect of road traffic safety radio programs on
road use behavior of audiences and the communication strategies being
employed to achieve this purpose. Both quantitative and qualitative
approaches were chosen as methods of inquiring for this study. To collect
data through a questionnaire for the quantitative survey, a total sample
of 180 respondents from two Kebeles of Kirkos Sub-city in Addis Ababa,
the study area, were contacted mainly through multi-stage sampling that
combines random sampling and stratified sampling. The qualitative
approach employed in-depth interviews with 13 audiences and road
safety experts, text analysis of six months’ road traffic safety radio
programs, and observation of commuters’ actual road use behavior
focusing on whether pedestrians use zebra markings when they cross
streets. The analysis of data collected revealed that the majority of the
respondents are aware of the prevalence and preventability of road traffic
injuries. As to the medias’ role in awareness raising and causing behavior
change among the public, there is a significant effort of coverage, but
because they do not base their efforts on theoretically and practically
recommended BCC theories, and due to the fact that the mediated efforts
are not backed up by interpersonal communication, it is revealed that
actual road use behavior has not yet met expectations or what it is
claimed to have been. The study finally attempted to give
recommendations for future road safety intervention programs.
Description
Keywords
Strategies to Influence Audience Behavior