2010 - Public Relations Society of America

120
100
80
WS J
60
NY T
40
WP
US A
20
0
1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008
Figure 1: The Population of Nuclear Energy Articles by Newspaper Per Year
The better a sample represents the population of units studied, the higher the validity of
the study (Long, Slater, Bolarsky, Stapel & Keefe, 2005). This study randomly analyzed 599
news articles exceeding the recommended random sample size of 351 from a finite population of
4095 (Isaac & Michael, 1997). The news article, including the headline, served as the unit of
analysis.
Three undergraduate students from a northeastern university were trained to code the
sample of 599 news articles for story elements, story elements defined and dominant frame
package. Story elements included: Chernobyl, The China Syndrome, the movie, global warming,
the Marshall Plan, nuclear weapons, the Price Anderson Act, the Tennessee Valley Authority
(TVA), Three Mile Island (TMI),Yucca mountain, The Energy Policy Act of 2005, Nuclear
Waste Policy Act. Story elements defined included: Energy or less dependent upon oil and/or
natural gas, perceived health risks, catastrophic incident, plant financing, licensing process,
safety/security, negative economic consequence, positive economic consequence, global
comparison between the United States use of nuclear energy with other countries, inspection or
investigation of a nuclear plant, nuclear waste, parts, and delaying nuclear plant expansion within
the United States.
Dominant framing packages were defined as follows:
Technology –Research or technology such as improved safety, efficiency,
improved design, and/or international comparison
Human/Health – Negative consequences to life or health from a meltdown due to
human error, terrorist attack, technical malfunction, leaks, exposure to radiation,
waste disposal or reluctance to have a nuclear plant in the area.
Sustainable – Lowering carbon emissions, alternative energy sources, carbon
footprint, cleaner air, the environment, pollution control, or pollution reduction.
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