The use of Communication Tools to Create Awareness About Traffic Safety: Addis Ababa Traffic Management Agency in focus.
No Thumbnail Available
Date
2023-02
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Addis Ababa University
Abstract
The main objective of the study was to assess the use of communication tools by the Addis Ababa Traffic Management Agency (AATMA) in creating awareness about traffic accidents. One of the main functions of AATMA is to raise awareness of the public on issues related to traffic accidents using various media. The study employed descriptive research design and mixed research approaches in order to look at in-depth and know how to use communication tools for awareness creation programs. It assembled and used both primary and secondary data sources. As primary data, semi-structured interviews and open-ended and closed-ended questionnaires were used to collect information from Addis Ababa Traffic Management Agency officials. While secondary data were gathered from Addis Ababa Traffic Management Agency and Addis Ababa Traffic Police reports, books, journals, and research papers on road safety issues were properly used. The quantitative data collected on the practice of using communication tools to create awareness about traffic accidents in Addis Ababa has been coded and analyzed using the SPSS (statistical package for social science). On the other hand, qualitative data was analyzed thematically. A mixed research method was used to address the research questions. In-depth interviews and questionnaires were used as instruments to collect data. The study found out that AATMA used multiple channels of communication, which included mass media, interpersonal communication, and publication, to reach the target. The challenges faced during the use of communication tools were: lack of feedback; language barriers; budget constraints; lack of motivation; using the wrong tool; and lack of adequate material. Thus, to overcome these problems, the agency should perform both on time and make a progressive impact assessment on road traffic safety awareness creation programs. Adequate budget allocation is needed to restart its mass media and publication to reach a large audience. It should evaluate its communication and training programs and have its own communication tools.
Key words: Communication tools, Road Safety Awareness.
Description
Keywords
Traffic Management Agency