Automated driving is a fresh topic, entering public and scientific debate only recently. It isincreasingly acknowledged that automated driving requires broader examination, beyondtechnical issues, to include individual and societal acceptance that is a prerequisite for itsimplementation. The challenge for empirical research, however, is that non-professionalindividuals have little knowledge and (usually) no experience of driverless cars. Against thisbackground, the article presents an innovative approach to explore and structure the“acceptance of automated driving”. This study was made analyzing comments on German andUS print media website articles. The statements were scanned for topics discussed among theparticipants. The method applied three steps: (1) statement collection, (2) issue categorization(3) importance and connotation assessment (positiveegative). Further analysis involvedcontrasting German and US comments. The results indicate a heterogeneous discussion ofautomated driving in both countries without, however, being evidently for or against. Whilethe US statements addressed societal aspects much more, the Germans often focused onliability questions. The method applied proved relevant in structuring the topic and laying asolid foundation for empirical research on a new mode of transportation’s acceptance.
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