Applying fuzzy negentropy to public involvement valuation in nuclear risks: application to Areva's communication policy
by Andre Maisseu
International Journal of Nuclear Governance, Economy and Ecology (IJNGEE), Vol. 3, No. 1, 2010

Abstract: In contrast to the usual thermodynamic dogma, a continuous variation between two extreme distributions, one described by a Fermi-Dirac statistic and the second by a Bose-Einstein statistic, could be measured by a fuzzy parameter. The result is applied to the conformation of public opinion, initially structured according to implicit modes composed of the beliefs, fears, allegories and myths of the dominant societal paradigm. A percolation-type process is proposed for the purpose of explaining the dynamics of behavioural evolution, notably of the public at large, with regard to the nuclear industry. A model is developed and applied to the case of Areva's communications policy in the America's Cup 2003. Because the water and nuclear images they used formed an impossible oxymoron, it was obvious that such a communication strategy would run into media problems, whatever the sporting result – which was failure. The reasons for the managerial disaster came from the president of Areva, Anne Lauvergeon, herself; but the sexist discrimination, ordinary racism, poor joke and insults, through which Areva professionals were compared to a 'whitlow' (male blanc = mal blanc, in English 'whitlow'), do not go well with the efficient management of an enterprise.

Online publication date: Tue, 13-Apr-2010

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