2010 - Public Relations Society of America

While the story element “positive economic consequences” of nuclear energy was not
significant over time, the story element “negative economic consequences” declined over time.
Therefore, it is advisable for the nuclear energy industry to focus on the positive economic
consequences in conjunction with nuclear energy as a sustainable energy. Upgrading and
expanding the United States nuclear energy infrastructure has been delayed by the current
recession, specifically by limitations in the credit and equity markets. Present economic
conditions may indicate an opportunity for advocating the positive economic consequences of
nuclear energy, namely increased employment and additional tax revenue.
Weaver (1977) noted that the media have a stronger influence upon individuals who lack
information on an issue or on those who remain uncertain about an issue. Undoubtedly, Gallup
polls demonstrate both a lack of public information on nuclear energy safety and uncertainty
about the safety of nuclear energy facilities within close proximity of an individual’s residence.
The significant dominant frame packages identified within this study appear to coincide with
public opinion. The sustainable frame package supports expansion of nuclear energy, but is less
prevalent than either the human/health or proliferation frame packages, which align with the
expressed reluctance to having a nuclear facility within close proximity.
The influence these dominant frame packages have on public opinion, and subsequently
public policy regarding nuclear energy, cannot be determined from this study. Based upon the
research of Dearings and Rogers (1996) and Takeshita (2006), we realize the existence of
symbiotic interrelationships between policymakers and the media. Therefore, given the
prevalence of the dominant frame packages among the four newspapers, it might be prudent to
acknowledge that these frames have become to some extent embedded within the public policy
discourse for nuclear energy.
Finally, the credibility of the news reporting within the four newspapers cited within this
study should not be overlooked. Kahnemann and Tversky (1984) posited that messages with high
efficacy are less likely to be questioned. Nelson (1997) and Druckman (2001c) demonstrated that
source credibility influences framing effects directly and indirectly. Given these findings, we
can reasonably wonder how many readers dare to question the efficacy of nuclear energy
reporting within the highest circulating newspapers in the United States – the New York Times,
USA Today, and the Wall Street Journal – as well as the newspaper of our nation’s capital, the
Washington Post.
Limitations. When conducting framing studies the recommended size of the sample of
news articles can be challenging. Lacking any empirically proven method for sampling news
articles for a framing study, this study erred on the side of caution by over-sampling. While a
larger sample size may enhance the credibility of a framing study, it also increases the common
sample required for assessment of intercoder reliability and increase coder fatigue.
Directions for Future Research. To extend framing research within the area of nuclear
energy, future studies may assess the degree of individual knowledge on nuclear energy and how
the level of individual knowledge translates into the interpretation of nuclear energy frames.
Lastly, a framing effects study incorporating the use of equivalency frames for global warming
and the sustainable frame packages would provide identify how individuals attribute gains and
losses to these variables.
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