Communication in traffic

This chapter examines the crucial role of communication in traffic, defining it broadly as any interaction between road users. It argues that most accidents are not just random occurrences but are often the result of communication failures, as all road users constantly send and interpret signals through their movements, speed, and positioning. Beyond these non-verbal cues, people also communicate with indicators, horns, gestures, and facial expressions. The chapter also addresses one-way communication from authorities, such as safety campaigns, noting their effectiveness is significantly enhanced when they complement other measures. It applies social marketing models to traffic safety, highlighting the importance of understanding the target audience to craft effective, persuasive messages. The chapter also delves into various communication models, from simple one-way to complex interactive ones, and discusses the new challenges posed by the rise of automation. It explains how automated vehicles (AVs) must develop new forms of external communication, like light displays, to interact safely and predictably with human road users who rely on ingrained social cues, such as eye contact, that AVs cannot provide.