Posts to online news message boards and public discourse surrounding DUI enforcement.

OBJECTIVE

This study analyzes posts to online news message boards covering driving under the influence (DUI) enforcement efforts to determine their usefulness for informing traffic safety program planning and public relations efforts aimed at mainstream drinking drivers.

METHODS

A series of Google searches were conducted using keywords designed to capture news stories regarding impaired driving enforcement efforts. For each search, the first 100 Web pages returned were reviewed and articles were included in analysis if they were from an independent news source and contained user comments. Coders captured data on 28 fields for each post, including tone in relation to enforcement, tone of interpersonal communication with other posters, and expressed feelings regarding drinking and driving.

RESULTS

Fifty-six news articles covering DUI enforcement efforts met study criteria, with 615 posts. The majority of posts (57%) were neutral on DUI enforcement; 24 percent (148) took a negative tone and 19 percent (115) positive. Posts that discussed checkpoints were 2.6 times more likely to take a negative tone toward enforcement than those that did not. Twenty-one percent of anti-enforcement posts challenged the idea that driving after drinking was necessarily dangerous. Of the 321 posts involving direct communication between posters, 67 percent involved disagreement with another post. Profanity or belittling comments appeared in 10 percent of posts.

CONCLUSION

Public responses to DUI enforcement news articles provide insight into the beliefs and thought processes of those who oppose enforcement efforts or view drinking and driving as no big deal. Primary objections to enforcement focused on civil and personal rights issues, skepticism regarding law enforcement's motives and objectivity, and the belief that drinking driving is not a "real" crime. Online news message boards could be useful in informing campaigns and helping program planners frame media events and press releases to best appeal to the most at-risk segments of the driving public.