2010 - Public Relations Society of America
2010 - Public Relations Society of America
2010 - Public Relations Society of America
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While the story element “positive economic consequences” <strong>of</strong> nuclear energy was not<br />
significant over time, the story element “negative economic consequences” declined over time.<br />
Therefore, it is advisable for the nuclear energy industry to focus on the positive economic<br />
consequences in conjunction with nuclear energy as a sustainable energy. Upgrading and<br />
expanding the United States nuclear energy infrastructure has been delayed by the current<br />
recession, specifically by limitations in the credit and equity markets. Present economic<br />
conditions may indicate an opportunity for advocating the positive economic consequences <strong>of</strong><br />
nuclear energy, namely increased employment and additional tax revenue.<br />
Weaver (1977) noted that the media have a stronger influence upon individuals who lack<br />
information on an issue or on those who remain uncertain about an issue. Undoubtedly, Gallup<br />
polls demonstrate both a lack <strong>of</strong> public information on nuclear energy safety and uncertainty<br />
about the safety <strong>of</strong> nuclear energy facilities within close proximity <strong>of</strong> an individual’s residence.<br />
The significant dominant frame packages identified within this study appear to coincide with<br />
public opinion. The sustainable frame package supports expansion <strong>of</strong> nuclear energy, but is less<br />
prevalent than either the human/health or proliferation frame packages, which align with the<br />
expressed reluctance to having a nuclear facility within close proximity.<br />
The influence these dominant frame packages have on public opinion, and subsequently<br />
public policy regarding nuclear energy, cannot be determined from this study. Based upon the<br />
research <strong>of</strong> Dearings and Rogers (1996) and Takeshita (2006), we realize the existence <strong>of</strong><br />
symbiotic interrelationships between policymakers and the media. Therefore, given the<br />
prevalence <strong>of</strong> the dominant frame packages among the four newspapers, it might be prudent to<br />
acknowledge that these frames have become to some extent embedded within the public policy<br />
discourse for nuclear energy.<br />
Finally, the credibility <strong>of</strong> the news reporting within the four newspapers cited within this<br />
study should not be overlooked. Kahnemann and Tversky (1984) posited that messages with high<br />
efficacy are less likely to be questioned. Nelson (1997) and Druckman (2001c) demonstrated that<br />
source credibility influences framing effects directly and indirectly. Given these findings, we<br />
can reasonably wonder how many readers dare to question the efficacy <strong>of</strong> nuclear energy<br />
reporting within the highest circulating newspapers in the United States – the New York Times,<br />
USA Today, and the Wall Street Journal – as well as the newspaper <strong>of</strong> our nation’s capital, the<br />
Washington Post.<br />
Limitations. When conducting framing studies the recommended size <strong>of</strong> the sample <strong>of</strong><br />
news articles can be challenging. Lacking any empirically proven method for sampling news<br />
articles for a framing study, this study erred on the side <strong>of</strong> caution by over-sampling. While a<br />
larger sample size may enhance the credibility <strong>of</strong> a framing study, it also increases the common<br />
sample required for assessment <strong>of</strong> intercoder reliability and increase coder fatigue.<br />
Directions for Future Research. To extend framing research within the area <strong>of</strong> nuclear<br />
energy, future studies may assess the degree <strong>of</strong> individual knowledge on nuclear energy and how<br />
the level <strong>of</strong> individual knowledge translates into the interpretation <strong>of</strong> nuclear energy frames.<br />
Lastly, a framing effects study incorporating the use <strong>of</strong> equivalency frames for global warming<br />
and the sustainable frame packages would provide identify how individuals attribute gains and<br />
losses to these variables.<br />
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