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Driver sleepiness on YouTube: A content analysis
1Queensland University of Technology, Centre for Accident Research and Road Safety - Queensland (CARRS-Q), Australia.
Accident; Analysis and Prevention
|December 15, 2015
Summary
Driver sleepiness videos on YouTube are prevalent. Humorous content, though often portraying sleepiness as amusing, gains more views and engagement, suggesting humor
Area of Science:
- Road Safety
- Media Studies
- Public Health
Background:
- Driver sleepiness significantly contributes to road accidents and fatalities.
- Educational campaigns are crucial for prevention due to the difficulty in policing driver fatigue.
- YouTube's popularity, especially among at-risk drivers, makes it a relevant platform for studying public information on driver sleepiness.
Purpose of the Study:
- To determine the prevalence of driver sleepiness videos on YouTube.
- To analyze the characteristics of these videos, including outlook, tone, countermeasures, and driver demographics.
Main Methods:
- A keyword search identified 442 relevant YouTube videos from December 2009 to December 2014.
- Video content was thematically coded for outlook, tone, and countermeasures.
- Data on driver demographics and video popularity (views, likes, comments) were collected.
Main Results:
- Most videos depicted driver sleepiness as dangerous.
- Videos with a humorous outlook on driver sleepiness received higher engagement (views, likes, comments).
- While most countermeasures presented were accurate, 39.8% included ineffective methods.
Conclusions:
- Humorous content is highly popular on YouTube, even when discussing serious topics like driver sleepiness.
- The use of humor in educational interventions about driver sleepiness may enhance engagement and message delivery.
- Addressing the prevalence of inaccurate or ineffective countermeasures in online content is important.
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