National character and communication. Attitude toward nuclear power plant and its public relations

The attitude structure toward nuclear power plant is analyzed with the attitudes toward relevant matters, for example image for nuclear power, knowledge of nuclear power, attitudes toward energy and environment, anxiety about various matters, cognition of risk, social and political attitudes and Japanese national character. Six types are revealed, that is to say, indifference group (13%), strongly favorable group (11%), strongly unfavorable group (9%), fairly favorable group (12%), fairly unfavorable group (5%), and intermediate group (50%). Strongly favorable and unfavorable groups are similar in some points and different in other points, for they are both rational whereas the former is optimistic in the attitude toward science and technology and less interested in environmental problems, and the latter is pessimistic in the attitude toward science and technology and extremely sensitive to environmental problems. The intermediate group has so-called Japanese-like characteristics. It is shown that the emotional persuasion and that based on fact presentation are particularly desirable for this group. (author)