INFLUENCE OF NEW MEDIA ON ROAD TRAFFIC SAFETY COMMUNICATION

Media is one of the ten factors in the National Road Safety Plan that influences road traffic safety.This study aims to explore the impact of new media, particularly social networks, on communication-related to road traffic safety.The goal is to explore how new media can support the goals of the National Road Safety Plan analysing the influence of social networks focusing on educational measures and implementation of preventive educational and promotional activities.Using content analysis, we examined the social networks of entities responsible for implementing specific measures in their respective areas of action.The findings of this study revealed how different institutions used social networks to promote road traffic safety and education, and whether users on these platforms engaged with the content through views and reactions relative to the number of followers.These insights help in understanding the effectiveness of communication strategies in reducing the number of traffic accidents.