Research Findings
A Content Analysis of Radio Traffic Reports
A Content Analysis is the systematic study of the content of mass media
messages. This content analysis was designed to:
Ascertain if radio traffic reports
contain messages that are likely to encourage or discourage unsafe driving
behavior.
To provide an objective basis for policy conference
discussion of traffic reports, and how they might be produced to maximize
their injury prevention potential.
Our general hypothesis is that the dominant messages in radio traffic reports
encourage unsafe driving behavior by:
Reinforcing the norms and values of
an aggressive driving subculture so that safety messages do not get through
to drivers and passengers.
Depersonalizing crash incidents, such that
drivers and passengers neither identify with crash participants, nor are
they prompted to imagine themselves suffering the personal consequences
of being in a crash.
Reinforcement of an Aggressive Driving Subculture
We hypothesized that reports are framed in values that endorse aggressive
driving behavior. Three values in particular are the most frequently communicated
in radio traffic reports:
 An Exciting Life
Pleasure
Freedom.
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In context of driving in traffic, these value appeals are consistent with
speed and competitiveness, and inconsistent with defensive and considerate
driving behavior. Traffic reports are produced to provide a service and
to get an audience, not to encourage aggressive and unsafe driving behavior.
Our hypothesis, therefore, assumes that there is a reason why these Values
Appeals dominate radio traffic reports. These value frames have become
such a conventional way to attract audiences that their producers do not
really think about the messages they are sending or their effects on driver
and passenger behavior.
Depersonalizing Crash Incidents
Depersonalization occurs by taking the people out of crashes. This occurs
when crash reports make it sound as if the crash participants were cars,
trucks, or motorcycles, not everyday people like the listeners. To counter
this we proposed crash reports that:
Promote listener identification with
crash participants (reporting the age and sex of people involved in crashes).
Draw attention to the personal consequences
of crashes for the participants. (injury information, commentary on the
economic and psychological consequences of being in a crash).
What kind of information we are looking for in traffic reports?
Not only are we looking for personal references (sex, occupation, ages,
race, etc.) and vehicles references but also for the traffic language or
rather the subcultural lingo: South Bay Curve, El Toro "Y", Downtown
Slot, Rubbernecking, Tailgate, Fender-Bender, Bumper, Thumper, Collector,
Sig Alert, Slow and go, Gore Point, HOV, etc. If you know of other
traffic lingo, let us know!!!!!!! Finally we are analyzing the values that
the reporters suggest through background music, narrative and tone of voice.
The first content analysis was done in 1990 on traffic reports aired
during the weekdays of May 28-June 2, 1990, including the Memorial Day
holiday when the media are especially alert to traffic safety issues. The
radio stations selected for analysis were KQLZ FM, KIIS FM, KNX AM, and
KJLH FM.
A second content analysis was done in 1994 when the weekdays of May
23-27, 1994 were selected for the English language radio stations: KNX
AM 1070, KFWB AM 980, KLOS FM 95.5, KROQ FM 106.7, KJLH FM 102.3.
Another analysis during the weekdays of August 22-26, 1994 was completed
for selected Spanish language radio stations: KLAX FM 97.9 and KLVE FM
107.5. Both content analyses have been done in the Los Angeles area, however,
we are extending the study to the Bay
Area in San Francisco California. We selected the weekdays of December
4-8, 1995 to be analyzed on the following radio stations: KCBS-AM, KFOG-FM,
KGO-AM and KMEL-FM.
If you want more information about it or have questions and suggestions
do not hesitate to contact us at: (213) 740-8644 or You can mail us at
mipp@cwis.usc.edu
