THE ROAD AS A MASS MEDIUM – A DIFFERENT APPROACH TO ROAD SAFETY

摘要

Could a too limited comprehension of what a road system truly is explain why many userswere mislead and thus failed on the newly opened Euroway 18 in Norway in 2001?The “instrumental” understanding of the road as infrastructure has long been dominant. Aholistic, more “communicative” view on complex road systems is needed.In 2005 a Norwegian study introduced a completely new understanding of the road as amass medium. The model found strong support in recognized media philosophy andcommunications theory.A scientifically controlled interview with traffic sign experts confirmed that the competenceto handle complex road communications problems is incomplete.Research data proved that:1. Out of 62 risks detected in 4 roundabouts, 46 problems had a “communicative nature” -only 16 an “instrumental”.2. Sign experts (100 %) admitted that communications skills are excluded in their education– but strongly needed.3. A dilemma exists: Sign experts cling to an instrumental understanding (>80%) but admitthat up to 90 % of severe safety problems have a communicative nature.Recognizing the road as a mass medium thus opens new doors for road safety work.