EFFICIENCY CONTROL IN REGARD TO ROAD TRAFFIC SAFETY. A MEDIA ANALYSIS

EFFIZIENZKONTROLLE STRASSENVERKEHRSSICHERHEIT. EINE MEDIENANALYSE.

THE INVESTIGATION CONCERNED AN EFFICIENCY ANALYSIS OF A PUBLICITY CAMPAIGN DEALING WITH THE INTRODUCTION OF SAFETY BELTS AND MARGINALLY ALSO WITH THE 0.8 PER THOUSAND ALCOHOL LIMIT. BOTH THE CAMPAIGNS AND ALSO THE REACTIONS OF THE MASS MEDIA (NEWSPAPERS, MAGAZINES, AND SELECTED RADIO AND TELEVISION BROADCASTS) WHICH DEAL WITH THESE SUBJECTS WERE EXAMINED QUALITATIVELY AND QUANTITATIVELY. IN THE FOREGROUND OF THE ANALYSES WERE VOLUME AND CONTENT AND THE EVALUATION OF THE SAFETY MEASURES BY THE DESIGNATED BODIES. INCLUDED IN THE ANALYSIS WERE 7 NATIONAL, 15 REGIONAL NEWSPAPERS, 2 MAGAZINES, 13 MOTORING JOURNALS AND SELECTED RADIO AND TV PROGRAMMES. AFTER AN INITIALLY MARKED GROWTH IN REPORTING ABOUT THE USE OF SAFETY BELTS, THE NUMBER OF ARTICLES DECLINED DURING THE COURSE OF THE INVESTIGATION TO THE INITIAL LEVEL. THE CONTENTS BECAME MORE OBJECTIVE AND THE COMMENTS MORE POSITIVE.