Improving the general and ecological image of nuclear power

The purpose of this publication is to familiarize a wide range of experts with effective ways to improve the image of nuclear power installations in Russia. The negative attitude towards such installations is explained not by the danger actually posed by them but by the insufficient effectiveness of the activities for the formation of public opinion and by the already formed implicit memory. There is a traditionally negative stereotype people have about increased dangers caused by nuclear power plants. It is suggested that passive information struggle between the advocates of and opponents to the evolution of nuclear power should be replaced by active efforts to destroy the negative stereotype existing in public consciousness. The objective of active image-making is to form people's psychological attitude regarding the importance of nuclear power evolution as a life improving factor. Ways for the practical application of active image-making methods have been proposed. It is recommended to conduct an integrated analysis of the population's mass frustrations and deprivations with respect to the moral, economic and environmental aspects of social life. A conclusion has been made on the necessity of the state's participation in improving the image of nuclear power installations.