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Cracked Skulls and Social Liability: Relating Helmet Safety

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Cracked Skulls and Social Liability: Relating Helmet Safety CRACKED SKULLS AND SOCIAL LIABILITY: RELATING HELMET SAFETY MESSAGES TO MOTORCYCLE RIDERS Susan Amy Voight Submitted to the faculty of the University Graduate School in partial fulfillment of the requirements of the degree Master of Arts in the Department of Communication Studies, Indiana University August 2013 ii Accepted by the Faculty of Indiana University, in partial fulfillment of the requirements for the degree of Master of Arts. Elizabeth M. Goering, Ph.D., Chair Master’s Thesis Committee John Parrish-Sprowl, Ph.D. Nancy Rhodes, Ph.D. iii DEDICATION This thesis is dedicated to my late grandmother, Meta Ruthenbeck, who every day of my young life told me, “Susie, you can do anything you want to do, if you just set your mind to it.” iv ACKNOWLEDGEMENTS I wish to acknowledge and offer my utmost appreciation to my thesis committee, three professors who have guided me through my coursework and this thesis. Dr. Elizabeth Goering, Dr. John Parrish-Sprowl, and Dr. Nancy Rhodes have not only helped open my mind to the world of academic research, but also have provided extraordinary encouragement for me, a middle-aged, late-blooming student. Dr. Parrish-Sprowl introduced me to the many theoretical perspectives available to the communication scholar. He empowered me by his encouragement to ignore boundaries and seek the perspectives of all disciplines, and to recognize the value of all opinions. Dr. Elizabeth Goering helped me to build upon my undergraduate interest in group and intercultural communication. She has given me tools that I may take with me to future work in academia and very importantly, in the real world. Dr. Nancy Rhodes helped me with a difficult, yet fascinating journey to explore human communication from the perspective of psychology and cognitive processes. Dr. Rhodes has given me the benefit of learning that a psycho-socio perspective will add value to my previously developed socio-cultural interest. The quality that each of these professors possess, that was so extraordinary to me, was the ability to focus upon my individual needs. With all of the responsibilities balanced by Dr. Goering, Dr. Parrish-Sprowl and Dr. Rhodes for undergraduate and graduate students, when I met with them, I felt as if I were their priority. I thank each of you because you have shown me what it means to be supportive and to foster a sense of empowerment in every student. It is now my strongest desire to support non-traditional students in the same positive and unwavering way that you have done for me. I am filled with gratitude and inspiration. Thank you. v I am deeply grateful to the motorcycle riders who shared their time with me so that I could learn of their culture. Some shared memories that I am sure were painful to discuss, yet of the utmost importance to this study. I thank the eighteen riders who were so kind as to share their experience with me. In the beginning, one rider told me that no matter how scruffy and scary motorcycle riders might look on the outside, I would find that they are the nicest group of people that I could ever meet. As my interviews progressed, I surely found this to be true. Most importantly, as in all of my life, I have had the unconditional love and support of my family and friends. My parents have been especially supportive through my graduate school experience. I wish to offer a special word of thanks to them. It has been through experiencing life with these two people, part of “The Greatest Generation”, I have come to value hard work, being open-minded, and offering a kind welcome to people of all cultures. Thank you to all who have helped me complete this educational journey. vi ABSTRACT Susan Amy Voight CRACKED SKULLS AND SOCIAL LIABILITY: RELATING HELMET SAFETY MESSAGES TO MOTORCYCLE RIDERS Grounded theory analysis, informed by a socio-cultural lens, was applied to the narratives of eighteen motorcycle riders in order to understand, from the rider’s perspective, receptivity to warning messages regarding motorcycle helmet use. This study relied upon narrative analysis to identify patterns in communication that surround motorcycle riders’ experiences. Socio-cultural cues identified importance in the process of interest development in motorcycle riding, search for information regarding motorcycle riding, response to danger within the motorcycle riding experience, and attitude toward protection messages. Narratives specific to danger, or experiences of motorcycle accidents were analyzed for comparison with fear appeal theory. Special focus was applied to Terror Management Theory (TMT) and applied to the communication surrounding the real experiences of motorcycle accident and the perceived threat of danger while motorcycle riding. Communication evidencing relational influence was examined for examples of socially constructed interpretation of social identity and an individual rider's perspective of their lifeworld. The analysis revealed evidence of the TMT concept of burying or denying thoughts of danger. The TMT concept of lifeworld influence on behavior was evidenced in riders who did not accept warning messages involving helmet use. Examples of attitude and behavior change where present in two study participants’ narratives that described experience of severe injury and also the death of a friend. The riders cited these occurrences as experiences that vii inhibited their previous behavior of placing thoughts of motorcycle injury and death in the back of mind. Although small in number, this participant group offered multiple categorizations of rider descriptions. The narratives offered distinction in time of life when riding interest developed. As well, motorcycle training facilities were often noted as a source of communication from which riders obtained influence on their future behaviors. From this information insight was gained to offer suggestions for future research on time of message delivery. Riders who develop interest in riding as adults represent a category on which to focus preliminary educational messages. Individuals who have not yet developed an interest in motorcycle riding may benefit from societal cues that demonstrate safe riding behavior. Future research in mass media appeals focused on motorcycle riders are suggested, as is development of educational programs for delivery to high school audiences. Elizabeth M. Goering, Ph.D., Chair viii TABLE OF CONTENTS Chapter 1-Introduction .........................................................................................................1 Agency Statistics on Highway Safety ..................................................................................1 History of Public Communication Related to Motorcycle Helmets ....................................2 History of Motorcycle Helmet Laws in the United States ...................................................3 Rationale for Study ..............................................................................................................4 Chapter 2-Literature Review ................................................................................................6 Linear Model of Fear Appeal ...............................................................................................7 Influences on Self Protection Behaviors ..............................................................................8 Importance of Narrative .....................................................................................................14 Research Questions ............................................................................................................15 Chapter 3-Methodology .....................................................................................................17 Overview of Experiment ....................................................................................................17 Interview Structure.............................................................................................................19 Participant Recruitment and Data Collection ....................................................................20 Sample Profile ....................................................................................................................20 Data Analysis .....................................................................................................................21 Chapter 4-Findings and Analysis .......................................................................................24 Self-reported Behaviors .....................................................................................................24 Danger ................................................................................................................................25 Cognitive Processing of Warning Messages......................................................................26 Categorization of Group Characterizations .......................................................................27 Relational Influences .........................................................................................................28 ix Societal and Cultural Influence ..........................................................................................31 Safety .................................................................................................................................35 Specific Relational Associations on Behavior ...................................................................43 Protective Behaviors ..........................................................................................................45
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