TV Programs Score Poorly In Seatbelt/Helmet Use

December 27, 2006 – 2:40 pm | posted in Public Health

The use of seatbelts and helmets by television characters while riding in cars, bicycles or motorcycles is significantly lower than the actual usage of these safety measures by Americans, according to new research from UAB (University of Alabama at Birmingham). And the researchers in UAB’s Center for Injury Sciences say the television industry should do better.

In findings published in the December issue of Injury Prevention, the team reports that seatbelt use was depicted in 62 percent of individuals in television programs. Actual use by Americans is 80 percent. The prevalence of motorcycle helmet use was 47 percent in television against 60 percent of actual use. Television showed only 9 percent bicycle helmet use as opposed to actual use of 40 percent.

“There is no doubt that seatbelt and helmet use reduce the likelihood of death or serious injury from vehicle crashes,” said Gerald McGwin, Ph.D., associate director for research at the Center for Injury Sciences and one of the study authors. “Since Americans watch more than four hours of TV per day, how safety behaviors are depicted on television can have tremendous influence on public perception of seatbelt and helmet use.”

McGwin says that television commercials do a much better job of presenting safe behaviors than television programming. Seatbelt use is depicted in 86 percent of individuals in commercials, motorcycle helmet use 100 percent and bike helmet use 84 percent.

The researchers examined the 20 most popular TV programs on the four major U.S. television networks over a four-week period in the summer of 2005. These programs are viewed by approximately 15 million individuals, with the top programs seen by 30 million people.

“The ability of television programs to influence behavior should not be underestimated,” McGwin said. “We suggest that programmers have a responsibility to promote safe transportation behaviors by the characters in their shows.”

McGwin also pointed out that many U.S. television shows are exported to other countries where seatbelt and helmet usage vary widely.

Unintentional injuries are the leading cause of death among Americans under age 40 and the fifth leading cause overall. Motor vehicle injuries account for 42 percent of injury related death. Seatbelt use has been shown to reduce the risk of death by at least 50 percent. Motorcycle helmets have been shown to reduce the risk of head injury by 72 percent and risk of death by 29 percent. Bicycle helmets have a similar injury risk reduction.

University of Alabama at Birmingham
701 20th St. S., AB 1320
Birmingham, AL 35294-0113
United States
http://main.uab.edu/

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