Autonomous vs. Self-Driving Vehicles: The Power of Language to Shape Public Perceptions

ABSTRACT Public perception of the next generation of vehicles will affect their design, deployment, and ultimately their use. As the engineering terms of self-driving, driverless, fully automated, and autonomous were introduced to the social sciences and the public at large, the subtle differences among these terms have been lost. However, using them as synonyms even though they may not be interchangeable is problematic. To explore the semantics of different future vehicle terms we surveyed 963 Michigan residents on their understanding of “autonomous” and “self-driving.” We found significant differences in perceptions between the terms autonomous and self-driving vehicles. While the former invokes many more uncertain responses, the latter is laden with concerns. These results suggest that the language used to describe the next generation of vehicles may shape public reaction and acceptance. As new mobility options are introduced to the public, our understanding of them will be shaped, in part, by the language used to name and explain the technology. Far from being inconsequential, word choice plays a major, yet underappreciated, role in shaping public opinion.