Year
2010
File Attachment
Abstract
The recent emergence of new ways of communication grouped under the generic name of “new media” has dramatically changed the access to and sharing of information, as well as the means of individual or collective expression of opinions. It can be witnessed in many instances that traditional text-heavy websites and printed publications are progressively being replaced by image-based documents, videos and bite-size texts on electronic supports. In other instances, social media allowing users to share thoughts and information online are rapidly overtaking the more traditional communication channels, such as newspapers and terrestrial television channels. While surfing on the web, it is easy to find social networks, posts and blogs from those opposed to radioactive transport, trying to reach a wide and mainly younger audience. It is the responsibility of all those involved in the safe transport of radioactive materials to make available factual, sound and supported information in an accessible form to allow each stakeholder to develop an informed opinion of our sector. After briefly summarising what constitutes new media, the paper will discuss how new media is affecting communications on the safe transport of radioactive materials. In order to provide a case study for the purpose of this paper, the experience of the World Nuclear Transport Institute (WNTI) will be exposed. The WNTI has developed a communications strategy which integrates the use of new media while adapting and modernising the traditional ways of communication, to propose a comprehensive set of information means aimed at a wide and diffuse audience of industry’s stakeholders.