Road Accident News: Influence on Young Women Drivers and Their Driving Behaviour

Sin, Yi Ann (2023) Road Accident News: Influence on Young Women Drivers and Their Driving Behaviour. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

This research investigates the relationship between exposure to accident-related news and the extent of influence of driving behaviour on young woman drivers. The study subsequently dives into how accident-related news affects various aspects of their driving behaviour and what are the most effective persuasive methods in accident-related news in influencing young women drivers. Through a quantitative approach involving distributing electronic questionnaires among young women drivers between the ages of 18 to 30 years old, this study seeks to provide into the relationship between exposure to accident-related news and the extent of influence towards their driving behaviour. The study’s findings can help to examine media practices and the methods in how accident-related news is reported in the media, which essentially could contribute to a better method of reporting accident-related news. Results suggested that accident-related news causes young women drivers to develop a fear of driving carelessly and causes them to be more aware of their own driving behaviour. The study also highlights that both detailed descriptions and visuals are able to attract the respondent's attention and instil a deeper impression on them when reading accident-related news.