Research Proposal: A Qualitative Case Study of the Use of Twitter has influenced driving

Author

Author’s email:

COM 305 Qualitative Communication Research Methods

Semester:

Prof. Grant Kien

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Phones and their uses have become an integral part of our communication. We not only use them to make and receive phone calls but have become very useful in social media. With our phones, we have opened accounts on Facebook, Twitter, Instagram, Myspace and many more social media platforms. I use most of these platforms as a way of staying in touch and connecting with my friends and family. Most young people, my age are also very active in social media compared to their older counterparts. The emergence of social media has dramatically affected relationships in a positive way because people can keep contact despite the distances between them.

Additionally, social media has enabled us to get instant information, keeping us up to speed with events as they happen. Social media, on the other hand, has been blamed on its influence on people’s culture and beliefs, increase of crime and cyberbullying among other vices. Twitter is a relatively new medium but has gained popularity among the millennials and the generation X populations. Road accidents are known to be the number one cause of young adults aged 21-34 (National Center for Health Statistics, 2005) and distracted driving has now become a societal concern. National Highway Traffic Safety Administration ( NHTSA, 2014) esstimate that about 3,154 people died as a result of vehicle accidents involving distracted drivers.

One of the significant distractors has been shown to be the use of mobile phones. Besides the making and receiving of calls and phone messaging, a recent poll by Harris (2014) shows that 24 %  of the population surveyed indicated to have used phones and tablets to post information on the social media while driving and 36% of the surveyed population confirmed to have looked up things while driving.  It is, however, not surprising to note that 70%  of the respondent believed that the use of cell phone to call driving. In comparison, it is dangerous, and another 90% believe that texting while driving is a dangerous activity. It is with this thoughts in mind that I am curious to know whether the use of Twitter affects how we drive and the far-reaching effects that could be attributed to this. I, therefore, raise the question: Has the use of Twitter influenced driving patterns on our roads?

To explore this issue, I am proposing to conduct a qualitative case study that will be made up of four main data collection methods namely; Historical analysis, discourse analysis, participant observation, and depth interviews.  Data collected using the four data collection methods will help me generate a comprehensive overview of both drivers and passengers experiences.  I will use the historical analysis to help me understand the past experiences to be able to appreciate the present. I will use the discourse and participant observation to help me witness the first-hand experience as it occurs in its natural state. Depth interviewing will involve getting information from individuals who have experienced the phenomenon by asking structured and focused questions to help me get objective and well-thought responses from my respondents.  All these data collecting methods are aimed at helping me gather needed information that will help me make an objective and in-depth analysis of the study focus.

The study on the use of Twitter while driving is of great interest to me because I am not only a driver but also often use Twitter to stay in-touch with my friends and family. I am a young adult living in the United States, where the use of Twitter is on high rise and has often been associated with careless driving. My study group will be composed of adults between the ages of 18-48. This is because this age group is very likely to be interacting Twitter at least once every day and because they are at their prime and are therefore likely to be very active road users as they either go to school or work or both. I will be interested in both drivers and passengers as they share their experiences. I am aware that there are other existing driving distractors and that the use of Twitter while driving may not be solely to blame for the road accidents we experience annually.

Literature Review

I have reviewed twelve scholarly sources that discuss the influence Twitter has had on our driving and have come up with several theoretical concepts. Some of these theoretical concepts include the Theory of Planned Behaviour (TPB), Problem Behavior Theory, Attitude Functional Theory, and Risk Perception Attitude Framework (RPA).

 

 

 

Theory of Planned Behaviour (TPB)

One of the fronted theories is the Theory of Planned Behaviour (TPB).  Some of the driving behaviours studied include the intentions to obey the set speed limits, to wear seat belts and pedestrian laws.  Proponents of this theory suggest that actual conduct is often, always affected by the behavioural intentions. This could, therefore, mean that the use of Twitter by drivers while on the road is predicted by their attitudes towards such use of phone while driving. In addition,  their acceptability of cell phone while on the road, and their feeling on how much they are in control to make the decision to use their cell phone while driving or not. Additionally, the driver’s perception of hands-free technologies like the use of Bluetooth, use of voice commands/ recognitions and use of text-to-speech tools often make the drivers find them less distractive to use while driving.

Problem Behavior Theory

This theory serves a useful framework to help understand why an individual is likely to engage in problematic behaviour. This theory proposes that problem behaviours do not occur in isolation; instead, they develop a pattern known as problem behaviour syndromes. Problem behaviour is a group of practice that when put together, represent a pattern of deviancy and often leads to other problematic behaviours (Jessor R, Jessor SL, 1977). A problem behaviour exists when a cluster of behaviours move from the socially acceptable to the unconventional.

Attitude Functional Theory

The theory states that people hold certain attitudes because the said attitudes serve varying psychological functions. These functions include the utilitarian function, which refers to the basic features or consequences relating to an issue or a product. The value-expressive function helps one to express his/ her value an also show his/her social identity and the ego-defensive function, which helps to maintain or enhance one’s self-esteem and protect their ego. This means that by telling a driver not to use Twitter while driving may serve to ensure his driving is not distracted and may, therefore, avoid unnecessary accidents,  maybe also a way of portraying the driver as a morally right person in the society and finally the driver may perceive the directive as domineering and may not follow it in an attempt to protect his ego. The functional approach also helps address the place of anticipated emotions like guilt which is an unpleasant emotional state one feels when their behaviour violate the accepted ethical, moral and religious norms. To avoid the anticipated guilt drivers are likely to reverse their behaviour before the event happens.

Risk Perception Attitude Framework (RPA)

This framework recognizes that risk alone is not a reliable motivator that would lead an individual to take self-protective actions. The perceived risk, however, in tandem with ones strong efficacy beliefs give a person the ability and motivation to preventive health behaviour (Rajiv Rimal & Kevin Real, 2003). RPA is appropriate in determining how an individual’s risk assessment interact with beliefs to influence protective actions relating to the use of social media while driving.

Method

Case Study

I will conduct a qualitative case study using the four data collecting methods, namely; historical analysis, discourse analysis, participant observation, and depth interviewing in the furtherance of exploring the topic.  A case study can be described as an intensive and holistic examination that uses multiple sources of evidence, of a single phenomenon within its social context, which is bounded by time and place (Daymon and Holloway, 2002).  Case studies, therefore, help social scientists to study a phenomenon at a deeper level to make an objective analysis.

Historical Analysis

According to Daymon and Holloway (2002), a historical research is ‘a discreet or complementary approach whereby you either carry out a standalone historical study using historical research techniques to trace the role of communication in past contexts or you complement this with research methods that enable you to compare and contrast the historical study with findings that relate to contemporary events and settings’ (p. 189). In order for me to get enough information, I will use the university libraries, online sources as well as journals and newspapers. I believe I will be able to gather sufficient information from these sources that will help me form a historical analysis.

Discourse Analysis

Daymon and Holloway (2002) have defined a discourse analysis as to be mainly concerned with test and talk in the process of interaction among people, and it also involves people and organizations. This form of study seeks to show how concepts are constructed in communication. They further say that what is of great importance to the researcher is the language and its use, and not necessarily the informant themselves who generate the information. In my case study, my interest is on Twitter with the intent to understand the language used on Twitter.

Participant Observation

This will involve “the systematic noting and recording of events, artefacts and behaviour of the informants as they occur in specific situations rather than as they are later remembered, recounted and generalized by participants themselves” (Daymon and Holloway 2002). Since my target is drivers, I plan to spend at least two hours per day to observe the drivers’ behaviour and how they interact with social media while driving. I will target both public and private drivers, especially in the mornings and evenings when going to and from college. I hope to create a natural environment where the drivers can be themselves and hopefully not even notice my observations. I will, therefore, just observe and make note notes during the said rides.

Depth Interviewing

An interview helps one to understand the hypothesis that his informants use as a basis for their opinions and beliefs concerning a particular phenomenon, situation or product (Daymon and Holloway 2002, p. 222). My participants will be three individuals who are regular drivers (drive at least four days in a week) and are regular users of Twitter. I will work with a young driver aged about 18 years, another one aged 27-37 years and one aged 38-48 years. This is because the three people are likely to have used social media for different factors and also because their frequency of social media is likely to be different. I plan for the interview to last for about one hour on each interviewee and that they are all asked identical questions which are appended at the end of this proposal. To minimize distractions, I plan to hold the interviews in a study room at the university.

Analysis

After the data collection through historical and discourse analysis, participant observation, and depth interviewing, I will conduct an inductive data analysis. Daymon and Holloway (2002) have defined qualitative data analysis as “the process of bringing order to the great variety of data by organizing, structuring, and construing meaning (p. 301). The goal of qualitative analysis is to discover and understand peoples’ feelings and motivations for their behaviour. I will seek to understand whether there is consistency in behaviour and hopefully attempt to offer solutions to the said behaviours

IRB and Ethical Considerations

I will endeavour to protect the identities of the participants in my study; this is very critical for ant research work. I will, therefore, create anonymity while at the same time, avoid terms that would seem to describe or reveal the participants in the research work. It will be crucial that I let the participants in the research work read and understand the Informed Research Form, which outlines their rights concerning this study. The contents of this form will be honoured and upheld with high esteem just like any other contractual binding. The Informed Research form is appended at the end of this proposal.

 

Calendar of Events

Date	Assignment Due	Working on……..
3/12		Source for primary Historical artefacts and information
3/18	Historical Analysis Report	Sourcing for Discourse Analysis
3/25	Discourse Analysis Report	Scout for the observation vehicles
4/08	Participant Observation Report	Screen for interview respondents, signing of Informed Research Forms and setting of interview appointments
4/09		Conduct interviews
4/15	Interview reports	Presentations
4/29	Presentation Outline	Final Report
5/13	Final Report

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

References

Cook, J. L., & Jones, R. M. (2011). Texting and Accessing the Web While Driving: Traffic Citations and Crashes Among Young Adult Drivers. Traffic Injury Prevention, 12(6), 545-549. https://doi.org/10.1080/15389588.2011.620999

Dillow, M. R., Walsh, A. G., Spellman, F., & Quirk, M. (2015). Testing the Risk Perception Attitude Framework in the Context of Texting While Driving. Communication Research Reports, 32(2), 132-142. https://doi.org/10.1080/08824096.2015.1016144

During, S. (1999). The Cultural Studies Reader. Psychology Press.

Haddington, P., & Rauniomaa, M. (2011). Technologies, Multitasking, and Driving: Attending to and Preparing for a Mobile Phone Conversation in a Car. Human Communication Research, 37(2), 223-254. https://doi.org/10.1111/j.1468-2958.2010.01400.x

Jessor, R., & Jessor, S. L. (1977). Problem behaviour and psychosocial development: a longitudinal study of youth. Academic Pr.

Katz, D. (1960). The Functional Approach to the Study of Attitudes. Public Opinion Quarterly, 24(2, Special Issue: Attitude Change), 163. https://doi.org/10.1086/266945

Katz, E. (1957). The Two-Step Flow of Communication: An Up-To-Date Report on a Hypothesis. Public Opinion Quarterly, 21(1, Anniversary Issue Devoted to Twenty Years of Public Opinion Research), 61. https://doi.org/10.1086/266687

Khoo‐Lattimore, C. S. (2012). Qualitative Research Methods in Public Relations and Marketing Communications20121Christine Daymon and Immy Holloway. Qualitative Research Methods in Public Relations and Marketing Communications. London, and New York: Routledge 2011. 397 pp., ISBN: 978‐0‐415‐47118‐3 1st edition 2002. Managing Service Quality: An International Journal, 22(1), 98-100. https://doi.org/10.1108/09604521211198137

Pascual-Ferrá, P., Liu, Y., & Beatty, M. J. (2012). A Meta-Analytic Comparison of the Effects of Text Messaging to Substance-Induced Impairment on Driving Performance. Communication Research Reports, 29(3), 227-238. https://doi.org/10.1080/08824096.2012.696079

Rimal, R. N. (2003). Perceived Risk and Efficacy Beliefs as Motivators of Change: Use of the Risk Perception Attitude (RPA) Framework to Understand Health Behaviors. Human Communication Research, 29(3), 370-399. https://doi.org/10.1093/hcr/29.3.370

Rimal, R. N., & Real, K. (2003). Perceived Risk and Efficacy Beliefs as Motivators of Change. Human Communication Research, 29(3), 370-399. https://doi.org/10.1111/j.1468-2958.2003.tb00844.x

Wang, X. (2015). To Communicate or Not to Communicate: Factors Predicting Passengers’ Intentions to Ask a Driver to Stop Text Messaging While Driving. Health Communication, 31(5), 617-625. https://doi.org/10.1080/10410236.2014.981666

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Appendix

California State University East Bay—Informed Consent to Participate in a Research Study

A Qualitative Case Study of the Use of Social Media has influenced driving

 

 

A.       PURPOSE AND BACKGROUND: The purpose of this research study is to learn more about the experiences and possible effects for consumers/end users of social media. The researcher, ______________, is an undergraduate student at California State University East Bay, conducting research for a course in qualitative communication research methods. You are being asked to participate in this study because you have been identified as an audience member and user of this medium.

B.       PROCEDURES: With your consent…

• you will be interviewed for approximately 40 minutes about your experiences as a media user and audience member.
• The interview will NOT be audiotaped.
• The interview will take place at a mutually agreeable place and time that is convenient for you.
• The researcher may possibly contact you later to clarify your interview answers.
• Total time commitment will be up to one hour.

1. RISKS: There is a minimal risk of loss of privacy, though the nature of the research doesn’t suggest any foreseeable damage even if a breach of privacy did occur. To ensure it does not, no names or identities will be used in any published reports of the research. Only the researcher will have access to the research data. There may be a small risk of discomfort or anxiety due to the private nature of some of the questions asked; however, you may choose to decline to answer any question you are not comfortable with, and can stop participation in the research at any time.
2. CONFIDENTIALITY: The research data will be kept in a secure location (a password protected computer), and only the researcher will have access to the data. At the conclusion of the study, the data will be deleted, or if kept for future research, all identifying information will be removed and the data will be kept on a password protected hard drive or in a locked cabinet.
3. DIRECT BENEFITS: There will be no direct benefits to the participant. Indirect benefits of the study may include a better understanding of the effects of media use on society and individual consumers.
4. COSTS: The only cost to participants will be transportation to the interview site.
5. COMPENSATION: There will be no compensation for participating in this research.
6. QUESTIONS: If you have any further questions about the study, you may contact the researcher by email at ____@____ or phone at (510) 885-xxxx. Questions about your rights as a study participant, or comments or complaints about the study, may also be addressed to the Office of Research and Sponsored Programs at (510) 885-4212.
7. CONSENT: You have been given a copy of this consent form to keep. PARTICIPATION IN THIS RESEARCH IS VOLUNTARY. You are free to decline to participate in this research study, or to withdraw your participation at any point, without penalty.  Your decision whether or not to participate in this research study will have no influence on your present or future status at California State University East Bay.

 

 

 

Participant Signature:                                                                                                                         Date:

 

 

 

Researcher Signature:                                                                                                                         Date:

 

 

Depth Interview Questions

1. Tell me about Twitter and what you most enjoy consuming on it.
2. Step by step, describe a typical experience of using your Twitter to consume while driving.
3. Describe a time when you were consuming Twitter and something happened that gave you something to talk about with others
   • Probe: What happened? Who did you talk to about it? Explain how the conversation went
4. Tell me about a conversation you had with someone else about something that you saw or read while using Twitter that made you feel upset
5. Describe for me a time when something happened over Twitter that surprised you
   • Probe: What happened? How did you react? Who did you talk to about it? What kind of conversation did you have?
6. How do you feel about some of the characters and people you see on Twitter?
   • Probe: In what ways do you identify or not identify with the characters and people you see in your media use?
7. Tell me about a time you noticed a moment of discrimination (racism, sexism, etc.) in using Twitter
   • Probe: Describe how it made you feel. Tell me what action you took at the time, if any.
8. Tell me about a time when using Twitter made you feel stronger and better about yourself
   • Probe: What happened? How did you react? Who did you talk to about it? What kind of conversation did you have?
9. Tell me about a time when something you saw while using your Twitter or consuming prompted you to think differently or even change your mind about an issue
   • Probe: What was the issue? What information did you receive that made the difference? What kinds of conversations did you have about it while making up your mind? What kinds of conversations did you have after about it?
10. Tell me about a time when using Twitter made you feel closer and more connected to other people
    • Probe: What happened? How did you react? Who did you talk to about it? What kind of conversation did you have?