Changing driving behaviour – a cultural approach

The problems being experienced on the roads, of continued fatalities, serious injury and infringements, are currently being evaluated through a cognitive approach which focuses on the individual. The paper outlines the main features of this approach and argues for an alternative approach which investigates driving as a culture and which offers a method of dealing with the appropriateness of the attitudes, beliefs and expectations embodied within that culture. A cultural approach involves looking at how driving as a culture is constructed and maintained. It thus represents a focus which is much more socially oriented and aimed at influencing the culture of driving rather than merely punishing the individual driver.