Radiophobia: challenges for radiation education and obstructions to decision making

The nuclear industry is well aware that social acceptance owes much of its momentum to the key role nuclear energy can play in the environmental sustainability of the planet as an economically viable clean energy. The situation at the Fukushima Daiichi Nuclear power plant however reminded the nuclear industry of how fragile their social licence to operate can be indeed a single adverse event can destroy years of education and community building. The world's interest in the real and perceived risks associated with nuclear power is now rekindled. Despite the undeniable fact that it is extremely unlikely that Australia, America or Europe will be affected to any substantial level, there remains on all continents a persistent belief, largely encouraged by the media and politicians, that any nuclear accident can constitute a truly global crisis. This belief has caused a spectrum of fear and anxiety symptoms in large numbers of individuals from China to Europe. The internet has fundamentally changed the reach and speed of information dissemination in a contagious and viral manner. Events that take place in the most remote areas can become international news within days and non traditional media, in particular YouTube, Twitter and various social networking sites, have fractured the influence of mainstream media and taken with it the checks and balances afforded by journalistic ethics and defamation laws. The advent of mass produced blogging has brought publication within reach of any person with a computer and a message. An author can circulate a story to millions with complete anonymity - and hence impunity. The above factors pose acute public relations challenges for the nuclear industry and never before has prevention been so much more productive than cure. This paper examines the root causes of anti nuclear sentiments and the implications for the broader nuclear industry. The authors also investigate the reasons why radiation elicits a kind of fear normally reserved for the demons and curses of religion.