The Role of Television in Increasing Traffic Awareness of the Audience

Abstract

Research entitled (The Role of Television in Increasing Traffic Awareness of the Audience) a field study on the public of Baghdad. The objectives of this research are centered in answering the questions that were formulated in light of the research problem. The research seeks to achieve several goals as follows:

1- Knowing the extent and nature of the audience following TV traffic programs.

2- Knowing the audience’s follow-up habits of TV traffic programs.

3- Identify the objectives and reasons for the audience to watch TV traffic programs

4- Knowing the extent of the benefit from television traffic programs in modifying the behavior and traffic awareness of the public.

5- Knowing the relationship between the extent of viewing the programs and the benefit in terms of the gender variable and the reasons.

The researcher reached the most important results, including the following:

- The study showed a high percentage of the driving audience watching traffic TV programs, thus, it appears that the audience of the recipients is an active audience with exposure to the media, which is an intentional exposure to achieve a specific benefit, and this is what the researcher's initial survey showed Of the total sample.

- The results showed an increase in the interest rate resulting from watching traffic TV programs provided by Iraqi satellite channels. Increasing information and acquiring traffic culture were the first goals of the respondents to watch by 64%, which confirms the fulfillment of the study hypotheses.

- The field data showed that half of the sample members and vehicle drivers do not have a driving license, at a rate of 51%, which means that most vehicle drivers do not master the traffic instructions and adhere to the signs and identification and traffic guidance signs, which calls for the need for traffic awareness programs and attention to their contents and diversification.

- Despite the respondents ’intention to watch traffic programs for a specific benefit and their satisfaction with the methods of producing and presenting these programs, their general benefit in the field of traffic awareness was little and their answer was (I benefited a little) with 64% of the total answers.