Radioactive Campaigns

Connor G. Meehan
Campaigning for a Cause
3/9/2018

Today, more than 15% of the world's electricity comes from the use of nuclear power.

Nuclear power is defined by any nuclear technology designed to extract usable energy from

controlled nuclear reactions such as Nuclear Fission. The use of nuclear energy has been the

focus of debate by different organizations in the United States. Some seek to use nuclear energy

as an alternative form of energy to meet the world’s growing energy demands and the concerns

of global warming. Others however have concerns about the nuclear solution. These issues range

from the fear of a Chernobyl like meltdown to the cost of building structures and the safety

measures for nuclear power plants.

Two organizations that are in the center of the public debate are Union of Concerned Scientists

and the American Nuclear Society. The Union of Concerned Scientists (UCS) opposes the idea

of converting to nuclear energy. Originally formed in 1969 they claim to be “committed to an

‘open-minded search for the truth.’” Their current view of the nuclear power issue is that

accidents can happen, but that they don’t have to and strong regulations to prevent natural

disasters can help. However, the USC would prefer that other safer low-carbon energy sources be

pursued.

The other group is the American Nuclear Society which was founded in 1954, following

President Eisenhower’s “Atoms for Peace” speech in 1953, which called for “the miraculous

inventiveness of man,” [2] to convert the destructive research used to create the atomic bomb into

something that could instead improve life. Today they contribute to nuclear science and the
creation of nuclear power plants. Their belief is that the benefits of this low-carbon energy

source is valuable and worth the risk. They promote that scientific advancements and regulations

are the key to preventing dangerous incidents. Their current promotion focuses around the rad-

waste disposal which is a continuous problem when operating with nuclear power.

Both organizations have a connection to nuclear power in their inception. The American

Nuclear society made its name from helping in the construction of nuclear power plants in the

United States. Its early main focus was centralizing the nuclear division of groups to focus

research on efforts both around energy and implementation of nuclear technology to ships,

aerospace, and even medicine. Today their primary objective is advocating for the advancement

of nuclear technology through maintaining itself and providing its members with trustworthy,

credible sources of information. Its secondary goal is to be an organization that aids in the

education of both students and the public about nuclear engineering.

The Union of Concerned Scientists have a connection to Nuclear Power but it is their secondary

effort. When being formed in 1969 their focus was identifying opportunities for scientist to aid

the environment and solve other social problems. Today, they continue their work on multiple

fronts, including an evolving position on nuclear power. Their original stance was strongly anti-

nuclear but recently they have begun to soften that stance. Today they focus on the enforcement

of regulations and safety, especially in the wake of natural disasters. Their primary objective is

reducing risks for Americans who live near nuclear power plants, however contrary to the

American Nuclear Society, their second and preferred objective seems to be moving away from

nuclear energy.

For any cause, manpower and public support is needed. However it’d be inefficient to hit

the entire populous with the same message. Therefore both organizations focus their attention on
certain demographics within the United States. While no specific research has been done to

define the demographics of these organizations target audiences, however a close examination of

their main websites, their associates, and published articles may give us a clearer picture.

Both companies share a focus on a primary demographic. This demographic is specifically male

and female adults that have graduated with a scientific background. The age of this audience

would most likely range from Generation X (36-55 years) to Baby Boomers (older than 55) [3].

Generation X members are comprised of adults who have been integrated fully into the

workforce, and have spent time in a specific field, in this case nuclear engineers or scientists.

Baby Boomers have been well established or retired from the work force and still have a lasting

interest in their field of work or in public interest issues. We can deduce this is the primary

audience for the Union of Concerned Scientists because they release information in the form of

blogs, publications and reports. These reports are often heavily focused on the scientific research.

These would be most appealing to an audience already engaged with these topics. Both also have

blogs, which have shown to be a greater draw to the older age brackets, though it should be

known that Gen-Xers have a higher use of Social Media. [3][7] The UCS also has information for

their members on how they can participate and aid UCS efforts. These can be used for multiple

types of different audiences; they are more usable for the previously mentioned target audience.

The American Nuclear Society focuses in on the same demographic with a slight modification.

Their output leans closer towards an audience that is already a part of their membership. A lot of

their informational output is in the form of books, scientific journals, or magazines, which lines

up with targeting this audience. American Nuclear Society has a secondary target demographic

which are college students, millennials. The American Nuclear Society has chapters at several

university campuses. These chapters are for potential nuclear engineer graduates. Student
members at these university chapters gain their own form of membership to the ANS, which

gives them access to many of the same benefits provided regular members and opportunity to

attend national conferences [5]. The material used to reach these potential members are in line for

this age group as well. The independent university chapters varying their styles to meet specific

populations, but also use social media sites such as Instagram and twitter aid in keeping these

young adult groups together and informed. [7]

Both organizations’

websites are the main

access point for their target

audiences. Website design

can also be a draw for

audiences to help the

organizations gain support.

For the American Nuclear

Society the home page is

crowded with the tabs and

banners along the top row.

The website keeps the companies color scheme of blue and silver. Upon first entering the

website users are greeted by a crowding of information. Seeing the input right away makes it

harder to perceive information right away. It’s a form of input overload. This impairs the user’s

ability when greeted with crowded and closely bunched together groups. For better user

interaction “the web-page should be obvious and self-explanatory.” [1] Ignoring the tabs on the

top row there is the center banner with upcoming events, and registration. Below that are three
other options for engagement such as the shop, membership renewal, or an advocate tab. After

those pictured tabs there are more options and icons connecting to their social media.

The Union of Concerned

Scientists website is created

with picture of the United

States Capitol building with

tabs over the top of the

website. It’s much more

spaced out than the

American Nuclear Society It

doesn’t encourage scrolling

down as much as the other

website. The picture of the capitol takes over the majority of the landing page, the page first

loaded via the url, with a bright orange “Donate” and in the bottom right hand corner a yellow

button calling “Act Now.” The sudden cut-off of the picture keys the users to the existence of

more information below the fold keying them to scroll down. After scrolling down the website’s

layout creates sections that form columns and rows. These follow the F-shaped pattern

discovered by Jakob Nielsen’s research [1]. This is often easier for users to take in and read for

quick using [1]. It is more user friendly, and is better organized, however this is also due to its

multiple interests of the organization.

Both organizations’ campaigns are funded through a number of channels. The American

Nuclear Society has in place a major source of revenue. Their members, both college students

and scientists, have to pay dues. An advantage of this ties back to their target demographic. This
gives them access to other online archives and databases, as well as discounts for books and

publications which are also a source of revenue from the general public. The Generation X and

Baby Boomer Generation are more accustom to brand loyalty; continued memberships that are

renewed and continue to supply access to their resources aid in the audience’s own loyalty [3].

Other organizations such as the URENCO and the World Nuclear Association also donate to the

American Nuclear Association sharing both research and funds.

The Union of Concerned Scientists receives multiple annual donations from foundations. These

organizations range from the Abell Foundation to the Bank of America Foundation [8]. They also

accept individual donations on their websites for those looking to support their campaigns [8].

There aren’t any hard numbers to reflect how much goes towards their Nuclear Power

campaigns. However, a possible threat to their individual donation revenue comes from scandals

that have followed the organization. Many of these scandals come from the accusations that the

organization “routinely abuses and politicizes science [8].” Including accusations that outside

their nuclear power campaigns, they have created fear mongering campaigns for environmental

issues beyond the science that supports it [8].

While their views somewhat diverge on the issue of nuclear power both organizations

appear to have the same approach to their concerns. Both frame the issue as a public safety but

without instilling fear. The American Nuclear Society focuses on the framing that the current

issue plaguing nuclear power is the issue of nuclear waste. It seems to be their most recent focus

when looking over the information they supply on their website. It’s their current focus as the

waste produced from the power plants aren’t being properly stored and presents a threat to the

general public. Most of this information is again scientific and educational, focusing on their

demographics of adults with scientific background or college students studying in that field.
They also prefer to use futuristic imagery meant to be inspiring. To general audiences this is

weaker in the longer wrong as “if you have a negative frame, you strengthen the frame.” [6]

The Union of Concerned Scientists frame their argument in the view that natural disasters are

inevitable. Their argument holds that natural disasters happen, and the organizations act as

“watchdogs” to both the government and the individual nuclear plants to make sure their

regulations are up to date. The main imagery used is not openly negative and threatening. On

their webpage focusing on nuclear power the first image is low camera angle on a nuclear

cooling tower giving it an ominous presence. Below that there are rather serene pictures of entire

power plants in the night, a control panel. The only picture that could be considered negative is

the pictures of flooding disasters. However they are distant bird’s eye view of the disaster.

Both organizations’ methods have their strengths and weaknesses. While they are not

directly opposed to one another, they have their own beliefs that they attempt to impart to the

public. Both will continue to attempt to make the changes they fight for their causes.
 Works Cited

1. “10 Principles Of Good Website Design.” Smashing Magazine, 31 Jan. 2008,

www.smashingmagazine.com/2008/01/10-principles-of-effective-web-design/.
2. “Atoms for Peace.” National Archives and Records Administration, National Archives
and Records Administration,
www.eisenhower.archives.gov/research/online_documents/atoms_for_peace.html.
3. Hopkins, Milly. “Marketing To Different Age Demographics.” BeeLiked Blog,
blog.beeliked.com/marketing-to-different-demographics.
4. “Membership.” American Nuclear Society, www.ans.org/.
5. “Navigation.” American Nuclear Society - Excelsior College,
www.excelsior.edu/american-nuclear-society.
6. Rathje, Steve. “The power of framing: It's not what you say, it's how you say it.” The
Guardian, Guardian News and Media, 20 July 2017, www.theguardian.com/science/head-
quarters/2017/jul/20/the-power-of-framing-its-not-what-you-say-its-how-you-say-it.
7. Smith, Aaron, and Monica Anderson. “Social Media Use in 2018.” Pew Research Center:
Internet, Science & Tech, 1 Mar. 2018, www.pewinternet.org/2018/03/01/social-media-
use-in-2018/.
8. “Union of Concerned Scientists | Funding sources, staff profiles, and political agenda |
Activist FactsActivist Facts.” Activist Facts, www.activistfacts.com/organizations/145-
union-of-concerned-scientists/.
9. “Union of Concerned Scientists.” Union of Concerned Scientists, www.ucsusa.org/.
10. Wales, Jane. “Framing the Issue (SSIR).” Stanford Social Innovation Review,
ssir.org/articles/entry/framing_the_issue_2.