Stay away from Social Media While Driving: Social Media Addiction as a Traffic Safety Threat.
Abstract
Some people addicted to social media can spend time on social media platforms even while driving in traffic, which can cause various traffic accidents. Various organisations create advertising campaigns to raise public awareness regarding the danger caused by social media addiction in traffic. Using various visual and written signs in advertising campaigns, the study intended to encourage people not to use social media while driving. This study also aims to determine which signs are used and what kind of messages are given in the advertisements prepared for not using social media while driving. To this end, a total of nine advertising campaigns from Belgium, Brazil, Ecuador, Mexico, Peru, and Romania were scrutinised within the context of social media addiction and traffic safety by using the semiotics method. Visual and written signs in the advertisements scrutinised in the study were analysed through Karl Bühler's Organon Model, which consists of expression, representation, and appeal functions. It was found that social media addiction might lead to traffic accidents while driving, and death metaphors regarding traffic accidents were used in advertisements. The study concluded that advertising campaigns scrutinised tried to prevent people from using social media while driving via the fear appeal approach.
DOI: https://doi.org/10.54663/2182-9306.2026.v.14.n.26.252-275
Keywords
Full Text:
PDFReferences
Ads of the World (2024). Ads containing the word "Facebook", "Twitter", "WhatsApp", "YouTube". Available from https://www.adsoftheworld.com/campaigns
Al-Ajlouny, S. A., & Alzboon, K. K. (2023). Effects of mobile phone using on driving behavior and risk of traffic accidents. Journal of Radiation Research and Applied Sciences, 16(4), 1-13. https://doi.org/10.1016/j.jrras.2023.100662
Al-Busaidi, A. S., Dauletova, V., & Kwitonda, J. C. (2023). Probing the coping processes between social media (WhatsApp) addiction and mental health during social distancing. International Journal of Communication, 17, 26.
Alghnam, S., Towhari, J., Alkelya, M., Alsaif, A., Alrowaily, M., Alrabeeah, F., & Albabtain, I. (2019). The association between Mobile phone use and severe traffic injuries: a case-control study from Saudi Arabia. International Journal of Environmental Research and Public Health, 16(15), 1-11. https://doi.org/10.3390/ijerph16152706
Anish, K. R., Abraham, K. S. J., Jose, J., Francis, P. N. M., & Joseph, A. P. (2024). Navigating the web of influence: A bibliometric analysis of social media addiction. Cureus Journal of Medical Science, 16(6). https://doi.org/10.7759/cureus.62283
Aydoğan, H. (2018). Fear appeals in public service advertisements (PSAs): “Traffic without Violation” Journal of Yasar University, 13(50), 210-231. https://doi.org/10.19168/jyasar.312243
Bener, A., Lajunen, T., Özkan, T., & Haigney, D. (2006). The effect of mobile phone use on driving style and driving skills. International Journal of Crashworthiness, 11(5), 459-465. https://doi.org/10.1533/ijcr.2005.0116
Berger, A. A. (2014). Semiotics and society. Society Journal, Symposium: Signs, Symbols, and Semiotics, 51, 22-26. https://doi.org/10.1007/s12115-013-9731-4
Bühler, K. (2011). Theory of language: The representational function of language. John Benjamins Publishing Company. https://doi.org/10.1075/z.164
Buran Köse, Ö., & Doğan, A. (2019). The relationship between social media addiction and self-esteem among Turkish university students. Addicta: The Turkish Journal on Addictions, 6(1), 175−190. https://doi.org/10.15805/addicta.2019.6.1.0036
Büyükbaş, S., Tekin, M. E., & Tekeş, B. (2019). The relationship between smart phone addiction and driver behaviors. Journal of Traffic and Transportation Research, 2(1), 16–29. https://doi.org/10.38002/tuad.515264
Chen, Y. (2013). Stress state of driver: Mobile phone use while driving. Procedia-Social and Behavioral Sciences, 96, 12-16. https://doi.org/10.1016/j.sbspro.2013.08.004
Choudhary, P., & Velaga, N. R. (2017). Mobile phone use during driving: Effects on speed and effectiveness of driver compensatory behaviour. Accident Analysis & Prevention, 106, 370-378. https://doi.org/10.1016/j.aap.2017.06.021
Düzgün, M., Erdoğan, A., Karabulut, S., Şafak, E., Kuloğlu, Z., Ongun, H. İ., Metin, Ö., Cinemre, B., & Kulaksızoğlu, B. (2025). The impact of smartphone addiction and social media addiction on traffic safety. Journal of Public Health, 1-6. https://doi.org/10.1007/s10389-025-02578-y
El-Nawawy, M., & Elmasry, M. H. (2016). The signs of a strongman: A semiotic and discourse analysis of Abdelfattah Al-Sisi’s Egyptian presidential campaign. International Journal of Communication, 10, 2275-2296.
Elvik, R. (2011). Effects of mobile phone use on accident risk: Problems of meta-analysis when studies are few and bad. Transportation Research Record: Journal of the Transportation Research Board, 2236(1), 20-26. https://doi.org/10.3141/2236-03
Fabris, M. A., Marengo, D., Longobardi, C., & Settanni, M. (2020). Investigating the links between fear of missing out, social media addiction, and emotional symptoms in adolescence: The role of stress associated with neglect and negative reactions on social media. Addictive Behaviors, 106, 1-6. https://doi.org/10.1016/j.addbeh.2020.106364
Gras, M. E., Cunill, M., Sullman, M. J., Planes, M., Aymerich, M., & Font-Mayolas, S. (2007). Mobile phone use while driving in a sample of Spanish university workers. Accident Analysis & Prevention, 39(2), 347-355. https://doi.org/10.1016/j.aap.2006.08.006
Guillaume, F. (2025). Road safety policy must support changes in mobility. DEKRA Road Safety Report 2025: The Changing Face of Mobility, 27-28. https://www.dekra-roadsafety.com/en/road-safety-report/
Hashash, M., Abou Zeid, M., & Moacdieh, N. M. (2019). Social media browsing while driving: Effects on driver performance and attention allocation. Transportation Research Part F: Traffic Psychology and Behaviour, 63, 67-82. https://doi.org/10.1016/j.trf.2019.03.021
Hazar, M. (2011). Sosyal medya bağımlılığı-bir alan çalışması. İletişim Kuram ve Araştırma Dergisi, 32, 151-175.
Hollósi, J., Ballagi, Á., Kovács, G., Fischer, S., & Nagy, V. (2024). Detection of bus driver mobile phone usage using Kolmogorov-Arnold networks. Computers, 13(9), 218. https://doi.org/10.3390/computers13090218
Horsman, G., & Conniss, L. R. (2015). Investigating evidence of mobile phone usage by drivers in road traffic accidents. Digital Investigation, 12, 30-37. https://doi.org/10.1016/j.diin.2015.01.008
Ige, J., Banstola, A., & Pilkington, P. (2016). Mobile phone use while driving: Underestimation of a global threat. Journal of Transport & Health, 3(1), 4-8. https://doi.org/10.1016/j.jth.2015.11.003
Ili, B. (2025). Exploring live stream shopping (LSS) on instagram within the scope of flow theory: A netnographic study. International Journal of Marketing, Communication and New Media, 13(24). https://doi.org/10.54663/2182-9306.2025.v.13.n.24.92-114
Kamaruddin, A., & Shahruddin, M. I. R. (2023). Communication functions and influence of attitude change in YouTube drug abuse videos. SEARCH Journal of Media and Communication Research, Special Issue: International Conference on Media Studies, 31-44.
Kita, E., & Luria, G. (2018). The mediating role of smartphone addiction on the relationship between personality and young drivers' smartphone use while driving. Transportation Research Part F: Traffic Psychology and Behaviour, 59, 203-211. https://doi.org/10.1016/j.trf.2018.09.001
Kogani, M., Almasi, S. A., Ansari-Mogaddam, A., Dalvand, S., Okati-Aliabad, H., Tabatabaee, S. M., & Almasi, S. Z. (2020). Relationship between using cell phone and the risk of accident with motor vehicles: An analytical cross-sectional study. Chinese Journal of Traumatology, 23(6), 319-323. https://doi.org/10.1016/j.cjtee.2020.08.002
Lamble, D., Kauranen, T., Laakso, M., & Summala, H. (1999). Cognitive load and detection thresholds in car following situations: Safety implications for using mobile (cellular) telephones while driving. Accident Analysis & Prevention, 31(6), 617-623. https://doi.org/10.1016/S0001-4575(99)00018-4
Lamble, D., Rajalin, S., & Summala, H. (2002). Mobile phone use while driving: Public opinions on restrictions. Transportation, 29(3), 223-236. https://doi.org/10.1023/A:1015698129964
Márquez, L., Cantillo, V., & Arellana, J. (2015). Mobile phone use while driving: A hybrid modeling approach. Accident Analysis & Prevention, 78, 73-80. https://doi.org/10.1016/j.aap.2015.02.016
Mohammadi, G. (2011). Prevalence of seat belt and mobile phone use and road accident injuries amongst college students in Kerman, Iran. Chinese Journal of Traumatology, 14(3), 165-169. https://doi.org/10.3760/cma.j.issn.1008-1275.2011.03.008
Nguyen-Phuoc, D. Q., Oviedo-Trespalacios, O., Su, D. N., De Gruyter, C., & Nguyen, T. (2020). Mobile phone use among car drivers and motorcycle riders: The effect of problematic mobile phone use, attitudes, beliefs and perceived risk. Accident Analysis & Prevention, 143, 1-13. https://doi.org/10.1016/j.aap.2020.105592
Olubiyi, S. K., Jibril, U. N., Hauwa, U. G., & Balarabe, F. (2016). Relationship between use of mobile phone and road traffic accident amongst motorists in Zaria. Research Journal of Health Sciences, 4(4), 285-295. https://doi.org/10.4314/rejhs.v4i4.4
Papadakaki, M., Tzamalouka, G., Gnardellis, C., Lajunen, T.J., & Chliaoutakis, J. (2016). Driving performance while using a mobile phone: A simulation study of Greek professional drivers. Transportation Research Part F: Traffic Psychology and Behaviour, 38, 164-170. https://doi.org/10.1016/j.trf.2016.02.006
Papadimitriou, E., Argyropoulou, A., Tselentis, D. I., & Yannis, G. (2019). Analysis of driver behaviour through smartphone data: The case of mobile phone use while driving. Safety Science, 119, 91-97. https://doi.org/10.1016/j.ssci.2019.05.059
Perez, J., Hyun, K., & Boni, J. A. (2024). Use of smartphone apps while driving: Variations on driving performances and perceived risks. Accident Analysis & Prevention, 198, 107474. https://doi.org/10.1016/j.aap.2024.107474
Pöysti, L., Rajalin, S., & Summala, H. (2005). Factors influencing the use of cellular (mobile) phone during driving and hazards while using it. Accident Analysis & Prevention, 37(1), 47-51. https://doi.org/10.1016/j.aap.2004.06.003
Riquelme, H. E., Al-Sammak, F. S., & Rios, R. E. (2010). Social influences among young drivers on talking on the mobile phone while driving. Traffic Injury Prevention, 11(2), 127-132. https://doi.org/10.1080/15389580903536712
Saifuzzaman, M., Haque, M. M., Zheng, Z., & Washington, S. (2015). Impact of mobile phone use on car-following behaviour of young drivers. Accident Analysis & Prevention, 82, 10-19. https://doi.org/10.1016/j.aap.2015.05.001
Sari, E., & Özkan, T. (2023). Mobile phone use while driving among young and novice drivers: The role of driving skills. Nesne, 11(30), 642-652. https://doi.org/10.7816/nesne-11-30-08
Statista (2024). Most popular social networks worldwide as of April 2024. Available from https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/
Stefanidis, K.B., Truelove, V., Freeman, J., Mills, L., Nicolls, M., Sutherland, K., & Davey, J. (2022). A double-edged sword? Identifying the influence of peers, mass and social media on engagement in mobile phone use while driving. Transportation Research Part F: Traffic Psychology and Behaviour, 87, 19-29. https://doi.org/10.1016/j.trf.2022.03.015
Tobin, Y. (1990). Semiotics and linguistics. London: Longman.
Truelove, V., Freeman, J., & Davey, J. (2019). "I Snapchat and Drive!" A mixed methods approach examining Snapchat use while driving and deterrent perceptions among young adults. Accident Analysis & Prevention, 131, 146-156. https://doi.org/10.1016/j.aap.2019.06.008
Turel, O., & Bechara, A. (2016). Social networking site use while driving: ADHD and the mediating roles of stress, self-esteem and craving. Frontiers in Psychology, 7, 455. http://dx.doi.org/10.3389/fpsyg.2016.00455
Van Meter, R. A., Nesson, E. T., & Coker, K. K. (2020). The dark and the light: Investigating the impact of social media addiction and attachment on student performance. Journal of the Academy of Business Education, 21, 69-87.
Violanti, J. M., & Marshall, J. R. (1996). Cellular phones and traffic accidents: An epidemiological approach. Accident Analysis & Prevention, 28(2), 265-270. https://doi.org/10.1016/0001-4575(95)00070-4
Waheed, M. (2019). Online threats and risky behaviour from the perspective of Malaysian youths. SEARCH Journal of Media and Communication Research, 11(2), 57-71.
Walsh, S. P., White, K. M., Hyde, M. K., & Watson, B. (2008). Dialling and driving: Factors influencing intentions to use a mobile phone while driving. Accident Analysis & Prevention, 40(6), 1893-1900. https://doi.org/10.1016/j.aap.2008.07.005
Wang, M. (2020). Linguistic semiotics. Peking: Springer.
White, K. M., Hyde, M. K., Walsh, S. P., & Watson, B. (2010). Mobile phone use while driving: An investigation of the beliefs influencing drivers' hands-free and hand-held mobile phone use. Transportation Research Part F: Traffic Psychology and Behaviour, 13(1), 9-20. https://doi.org/10.1016/j.trf.2009.09.004
White, M. P., Eiser, J. R., & Harris, P. R. (2004). Risk perceptions of mobile phone use while driving. Risk Analysis: An International Journal, 24(2), 323-334. https://doi.org/10.1111/j.0272-4332.2004.00434.x
Wirsch, M. (2025). Joining forces to achieve “Vision Zero”. DEKRA Road Safety Report 2025: The Changing Face of Mobility, 25-26. https://www.dekra-roadsafety.com/en/road-safety-report/
Woo, T. H., & Jawkuan, L. I. N. (2001). Influence of mobile phone use while driving: The experience in Taiwan. IATSS Research, 25(2), 15-19. https://doi.org/10.1016/S0386-1112(14)60066-2
World Health Organization (2011). Mobile phone use: A growing problem of driver distraction. Geneva, Switzerland: WHO Press.
World Health Organization (2023). Global status report on road safety 2023. Geneva, Switzerland: WHO Press.
Yannis, G., Papadimitriou, E., Karekla, X., & Kontodima, E. (2010). Mobile phone use by young drivers: Effects on traffic speed and headways. Transportation Planning and Technology, 33(4), 385-394. https://doi.org/10.1080/03081060.2010.494030
Zhao, C. X., Liu, R. M., Song, F. Y., & Chen, X. X. (2025). The relationship between loneliness and short-form video addiction: A moderated mediation model. International Journal of Marketing, Communication and New Media, 13(24), 46-68. https://doi.org/10.54663/2182-9306.2025.v.13.n.24.46-68
Zhou, R., Rau, P. L. P., Zhang, W., & Zhuang, D. (2012). Mobile phone use while driving: Predicting drivers' answering intentions and compensatory decisions. Safety Science, 50(1), 138-149. https://doi.org/10.1016/j.ssci.2011.07.013
Žunac, A. G., Cvitković, M. K., & Perkušić, I. (2025). Influence of new media on road traffic safety communication. International Journal for Quality Research, 19(3), 847-860. https://doi.org/10.24874/IJQR19.03-11
Refbacks
- There are currently no refbacks.
Copyright (c) 2026 Özkan Avcı, Çetin Murat Hazar
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
International Journal of Marketing, Communication and New Media
ISSN: 2182-9306
DOI: 10.54663/2182-9306
Qualis Periódicos - CAPES: B2
REBIB: Q2
Indexing:
WEB OF SCIENCE (WoS) & JOURNAL CITATION REPORTS (JCR)
QUALIS - GOOGLE SCHOLAR - LATINDEX - REDIB - RCAAP - OAJI - DRJI - MIAR - LIVRE - ERIH PLUS - INDEX COPERNICUS
