MASS COMMUNICATION AS AN ESSENTIAL ASPECT OF COMMUNITY PREVENTION TO REDUCE ALCOHOL-INVOLVED TRAFFIC CRASHES

This paper explains how mass communication is being used in a comprehensive community prevention trial in two communities in California and one in South Carolina to reduce alcohol-involved traffic injuries and deaths. The community prevention trial described here employs five intervention strategies: 1) mass communication and community mobilization; 2) drinking and driving enforcement; 3) responsible beverage service at bars and restaurants; 4) underage drinking reduction; and 5) limitation of access to alcohol to reduce high-risk drinking. The synergy of the five components is being tested, that is, how and in what ways do the intervention strategies reinforce each other? Mass communication plays an important role in the intervention strategies. First, the news media are used to increase public awareness of alcohol-involved trauma and public support of alcohol prevention policies. An example of such a policy is stricter driving under the influence (DUI) enforcement. Second, mass communication is used to increase the public's perceived risk of detection and arrest for drinking and driving. Third, mass communication is also used to increase community support of law enforcement activities, especially high profile DUI checkpoints and use of passive blood alcohol content sensors.

Language

  • English

Media Info

Subject/Index Terms

Filing Info

  • Accession Number: 00714623
  • Record Type: Publication
  • Files: TRIS, ATRI
  • Created Date: Dec 18 1995 12:00AM