Australian Digital Theses Program

Thesis Details
Title	The other driver: an analysis of the construction of culpable subjectivities in advertising aimed at reducing motor vehicle related injuries and fatalities.
Author	Doyle, Kylie Jane
Institution	Flinders University
Date	2013
Abstract	This study endeavours to understand the imagined capacities of road safety advertisements that cluster around the notion of fear. The thesis looks at the creation of governmental messages concerning road safety by analysing the assumptions they make, unpacking the truth games at work and mapping the projected impacts of the texts. More significantly the thesis looks at: how spectators make meaning of such texts; why spectators are affected by them; and why they feel what they do. Each substantive chapter of the thesis deals with the capacity of such texts, exploring how an affective encounter might play out and exposing the lack of control that governments have over these texts they use to manage road traffic populations. In this way the thesis grapples with how fear inducing texts address the spectator through a reliance on the binary subject positions of self and other. The thesis attempts to go beyond these binary notions of subjectivity, explicating a conceptualisation of the subject which sees bodies as not being defined by moments of failure or moments of ethical behaviour but rather as bodies that move into and out of the proximity of criminal other and ethical self at every juncture. In doing so the thesis endeavours to create a force of becoming: in fear of crime scholarship, the way we conceive the criminological offending paradigm; and in the perception of the nuanced notion of otherness.
Thesis	01front.pdf 343.5 Kb 02introduction.pdf 293.4 Kb 03chapter1.pdf 560.2 Kb 04chapter2.pdf 664.4 Kb 05chapter3.pdf 1172.7 Kb 06chapter4.pdf 1247.9 Kb 07chapter5.pdf 872.7 Kb 08chapter6.pdf 414.7 Kb 09conclusion.pdf 274.1 Kb 10bibliography.pdf 446.0 Kb