Analyzing the extended parallel process model and health belief model constructs in texting while driving: news coverage in leading U.S. news media outlets

Abstract

Nearly a fifth of automobile crashes involve distractions, particularly texting while driving. Yet, communication regarding this phenomenon, particularly from the media, is understudied. This study examined major U.S. traditional media outlets' (i.e., television networks, cable channels, and newspapers) news coverage of texting while driving between March 2007 and August 2011. Employing a media framing content analysis guided by the extended parallel process model (EPPM) and the health belief model (HBM), applications of the perceived threat (i.e., susceptibility and severity), perceived efficacy (i.e., self-efficacy and response efficacy), and perceived barriers constructs in 139 major U.S. television and newspaper news reports message construction were evaluated. Overall, news report practices by traditional U.S. news outlets regarding texting while driving utilize many of the theoretical suggestions by EPPM and HBM. Four of five key constructs (i.e., perceived barriers (23%), responsive efficacy (78%), perceived severity (46%), and perceived susceptibility (35%)) of EPPM and HBM were frequently embedded in the news report. However, even though EPPM suggests to communicate both ‘high threat’ and ‘high efficacy’ messages together to encourage audiences to follow ‘danger control process,’ few news media paid attention to the recommendation. Future research should address non-U.S. media, new media channels, additional theoretical constructs, and other health-related behaviors to assess how to effectively address negative health behaviors such as texting while driving.