Stop, Look and Listen: An assessment on media’s role and significance in the formation of road safety practices of youth drivers in Metro Manila

Revision as of 09:52, 30 March 2010 by Azabdula (talk | contribs)

This descriptive study investigated the role and contribution of media in the formation of road safety practices in relation to the awareness, knowledge, attitudes and behavior of Metro Manila youth drivers. Qualitative and quantitative research methods were employed in order to validate findings. All respondents and informants were purposively selected Metro Manila youth drivers from the University of the Philippines, Diliman; Ateneo De Manila University and De La Salle University, Manila.

The study found that Metro Manila youth drivers were highly aware of road safety practices, but not necessarily completely knowledgeable. It was similarly revealed they had positive road safety attitudes and practices. Moreover, attitudes on road safety were found to be weak determinants of road safety practices.

The results of the study indicated that the media, although deemed by Metro Manila youth drivers as significant, were perceived to have more of a supporting role in the formation of road safety practices in relation to their awareness, knowledge, attitudes and behavior. This study found that the media were utilized at the level of increasing the awareness and knowledge of Metro Manila youth drivers, more than changing their attitudes and practices.

KEY WORDS: Mass media, media role, road safety practices, youth drivers, awareness, knowledge, attitudes, practices, driving, people, institutions

File:AbdulaRivera2010.pdfDepartment of Communication Research Thesis