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It compares changes in the language used for reporting road safety, the apportionment of blame for injuries and incidents, and shifts in both the frequency and tone of Vision Zero discussion. Findings highlight growing mention of Vision Zero in most jurisdictions, evolving framing of responsibility, and increased calls for faster, substantive government action to reduce harm.",{"@graph":69,"@context":122},[70,84,105],{"@type":71,"itemListElement":72},"BreadcrumbList",[73,77,79,82],{"item":74,"name":75,"@type":76,"position":8},"https://docshare.wps.com","Home","ListItem",{"item":78,"name":9,"@type":76,"position":14},"https://docshare.wps.com/document/",{"item":80,"name":40,"@type":76,"position":81},"https://docshare.wps.com/document/research-report/",3,{"item":83,"name":65,"@type":76,"position":19},"https://docshare.wps.com/document/parachute-vision-zero-case-study-series-issue-9-changing-perceptions/307845/",{"url":83,"name":65,"@type":85,"image":86,"author":91,"headline":65,"publisher":94,"fileFormat":97,"inLanguage":63,"description":67,"dateModified":98,"datePublished":99,"encodingFormat":97,"isAccessibleForFree":100,"interactionStatistic":101},"DigitalDocument",{"url":87,"@type":88,"width":89,"height":90},"https://docshare.wps.com/thumbnails/parachute-vision-zero-case-study-series-issue-9-changing-perceptions/307845.png","ImageObject",300,407,{"name":92,"@type":93},"Angel","Person",{"url":74,"name":95,"@type":96},"DocShare","Organization","application/pdf","2026-10-29","2026-09-19",true,{"@type":102,"interactionType":103,"userInteractionCount":29},"InteractionCounter",{"@type":104},"ViewAction",{"@type":106,"mainEntity":107},"FAQPage",[108,114,118],{"name":109,"@type":110,"acceptedAnswer":111},"What does this case study audit examine regarding Vision Zero?","Question",{"text":112,"@type":113},"It reviews media coverage in Canadian jurisdictions over two time periods, focusing on language used for road safety reporting, blame assignment for injuries and incidents, and the frequency and tone of Vision Zero discussions.","Answer",{"name":115,"@type":110,"acceptedAnswer":116},"How does media mention of Vision Zero change over time in most jurisdictions?",{"text":117,"@type":113},"Across almost all jurisdictions and publications, the frequency of Vision Zero mentions increases over time, with the Edmonton Sun as an exception.",{"name":119,"@type":110,"acceptedAnswer":120},"What approach is used to collect and code the media articles?",{"text":121,"@type":113},"The study searches electronic newspaper editions for articles that either focus specifically on Vision Zero or reference it when discussing road injuries or deaths, then codes each article for whether Vision Zero is mentioned/defined, the terms used (collision, accident, incident), and who or what is assigned blame.","https://schema.org",{"og:url":83,"og:type":124,"og:title":65,"og:site_name":95,"og:description":67},"article",{"robots":126,"canonical":83},"index,follow",{"doc_id":128,"site_id":62},307845,1791678215,{"code":4,"msg":5,"data":131},{"doc_id":128,"user_id":132,"nickname":92,"user_avatar":133,"doc_module":4,"category_id":39,"category_name":40,"doc_title":65,"doc_description":67,"doc_content":134,"file_id":135,"file_url":136,"file_type":137,"file_size":138,"view_count":29,"is_deleted":4,"is_public":8,"is_downloadable":8,"audit_status":8,"page_count":139,"language":140,"language_code":63,"site_id":62,"html_lang":63,"table_of_contents":141,"faqs":142,"seo_title":143,"seo_description":67,"update_tm":144,"read_time":145,"preview_page_count":4},687207412472,"https://ap-avatar.wpscdn.com/davatar_155a257f0dc6eb9ab79c44ca47cae57d","Case Study Series  \nIssue 9: September 2020  \nChanging perceptions on Vision Zero in Canada: A media audit  \n[parachute.ca/visionzero](parachute.ca/visionzero)  \nParachute Vision Zero Case Study Series Issue 9: Changing perceptions  \nChanging perceptions on Vision Zero in Canada: A media audit  \nParachute Vision Zero creates case studies that feature a variety of issues and examples of Vision Zero from across Canada and around the world. We hope these practical, evidencebased case studies will help educate, inform and inspire those who are interested in getting to zero. We share when we publish new case studies through our e-newsletter, Word on the Street.  \nExcerpt  \nThis case study, developed with generous support from Desjardins, reviews media coverage in various Canadian jurisdictions related to Vision Zero. This point-in-time audit compares media coverage over two time periods, reflecting on changes, or lack thereof, over time in language used to report on road safety, apportion of blame for injury and incidents on the road, as well as the frequency and tone of Vision Zero discussions.  \nVision Zero in Canada  \nVision Zero is a road safety strategy aimed at eliminating all serious injury and death on roads. Originating in Sweden in the 1990s, arising from a belief that serious injury and death were both preventable and ethically unacceptable, Vision Zero has been adopted by municipal and provincial jurisdictions across Canada1. Injury and death on Canada’s roads, remains an issue; Transport Canada data from 2018 show that the number of fatalities rose 3.6 per cent from the prior year, with a total of 1922 deaths and nearly 10,000 serious injuries2.  \nCase Study Summary  \nThe frequency with which Vision Zero was mentioned in the media reviewed increased over time in almost all jurisdictions and across publications, with the exception of the Edmonton Sun, which referenced Vision Zero less in the second time period (2017-2018) than in the first (2018-2019) .  \nLanguage used to describe road safety incidents wavered across the first period with alternating use of “collisions” and “accidents” in the first review period across publications and a greater reliance on the more accurate “collision” language in the  \nParachute Vision Zero Case Study Series Issue 9: Changing perceptions  \nsecond review period because using the word “accident” implies that there was no way to predict or prevent the occurrence.  \nSave for the Edmonton Sun and New York Post, there was a general sense from the articles reviewed that drivers and poor road design were responsible for the prevalence of injury and death on roadways. The emphasis on poor pedestrian and cyclist behaviour by columnists for the Edmonton Sun and New York Post was not echoed by their counterparts at other news agencies who argued that drivers, operating multi-tonne vehicles, had a greater degree of responsibility for road safety than those on foot or on bicycles. The emphasis on driver responsibility, where blame was assigned to them, was consistent across the first and second review period, but there was increased emphasis on road design and political inertia as causes for continued harms on roads during the second review period.  \nAs greater attention was being paid to Vision Zero strategies in each jurisdiction, there was greater engagement on the issue from columnists and citizens alike with more articles arguing for more and faster movement from government leaders on substantive changes to improve road safety such as speed cameras, reduced speed limits, vehicle design changes and the building of dedicated bike lanes to reduce the incidence of road injury and fatality.  \nMethodology  \nThis Case Study compared media reporting on Vision Zero across two periods of time: January 2017 through the end of June 2018 and the beginning of July 2018 through the end of December 2019.  \nRelying on electronic editions of newspapers, the review focused on highlighting articles that focused s","cbCaihX37Mi0l8Nl","https://ap.wps.com/l/cbCaihX37Mi0l8Nl","pdf",1754065,18,"English","# Vision Zero in Canada\n## Case Study Summary\n## Methodology\n## Overview\n### Vancouver, B.C.","[{\"question\":\"What does this case study audit examine regarding Vision Zero?\",\"answer\":\"It reviews media coverage in Canadian jurisdictions over two time periods, focusing on language used for road safety reporting, blame assignment for injuries and incidents, and the frequency and tone of Vision Zero discussions.\"},{\"question\":\"How does media mention of Vision Zero change over time in most jurisdictions?\",\"answer\":\"Across almost all jurisdictions and publications, the frequency of Vision Zero mentions increases over time, with the Edmonton Sun as an exception.\"},{\"question\":\"What approach is used to collect and code the media articles?\",\"answer\":\"The study searches electronic newspaper editions for articles that either focus specifically on Vision Zero or reference it when discussing road injuries or deaths, then codes each article for whether Vision Zero is mentioned/defined, the terms used (collision, accident, incident), and who or what is assigned blame.\"}]","Parachute Vision Zero Case Study Series - Issue 9 - Changing perceptions | PDF",1789856219,45]