by Eleonora Anello and Silvia Musso
Do you identify yourself in a harsh voice? Do you identify yourself with a player who moves blacks chess? Below an apparently neutral advertisement one way elements hide. We are taking of the launch campaign of the Forum Nucleare Italiano, Italian Nuclear Forum, a non-profit association born to favor a wide and prejudice free debate about this energetic choice. Many social actors, businesses and Academy have adhered. The founders are Alstom Power, Ansaldo Nucleare, Areva, Confindustria, E.On, Edf, Edison, Enel, Federprogetti, Flaei-Cisl, Gdf Suez, Politecnico di Milano, Sapienza - Università di Roma, Sogin, Stratinvest Energy, Techint, Technip, Tecnimont, Terna, Uilcem, Università di Genova, Università di Palermo, Università di Pisa, Westinghouse.
The TV spot, on air these days on the major television stations, which cost € 6 million and designed by Saatchi & Saatchi, has raised many doubts about the neutrality of its intent. What that is presented as neutral seems to have been packed with care by someone who is a staunch supporter of the atom.
Who has had the opportunity and means to decode the message, as the blog “Italiani imbecilli” with its precise semiological analysis, focused on particular communication choices. Two different viewpoints are shown to the public. Emotionally, however, the viewer is guided towards a single choice. Indeed the antinuclear party plays with black chess, color associated to the bad, the mean and the negative, meanwhile who is favorable to nuclear energy moves white chess, tones that remind people purity, transparency and positive. Moreover, another element to underline is the voiceover, that when impersonates the antinuclear is harsh becoming persuasive and confidential when it is in favor of nuclear power. Finally, also the film plot sides with the nuclear power the chess player who moves the whites makes the final "big move". Considering that the average viewer is increasingly identified with the winner, that's it.
The forum was established following the example of similar experiences in other countries, said Chicco Testa, President of the new forum and former president of Italian environmental association Legambiente, now a strong supporter of the return of nuclear power in Italy.
Indeed, throughout the world similar forum have been existing for years. First of all the Belgian Forum Nucleaire founded in the seventies, in the period of the investment boom in nuclear energy. The mission of this association is to participate to the public debate on energy question. The website claims: «Our members desire to share their knowledge and expertise. We know better than anyone else the inconveniences of the nuclear power, but we also know that the technological progresses can permit to overcome them».
In Europe, in addition to this forum, member of FORATOM, the professional association of nuclear industry in Europe, exist also similar tools in Germany and Spain meanwhile in the rest of the world we remember the United States and Australia. The setting is the same everywhere: the forum come from the will of the founding members, companies working in the field of nuclear energy rather than universities and research centers, with the main goal to "promote the peaceful use of nuclear energy”. The forum, therefore, give space to voices outside the chorus, but critical considerations are just used to continue to pursue the final goal of promoting a kind of energy considered clean and risk-free. The opposing views serve to be refuted and give greater consistency to the position in favor of nuclear power.
To us, these experiences seem truncated forms of communication in which a citizen wanting to understand and to have their own idea on this problem or continues to be confused or is taken to take the side of nuclear power. "And what is your idea?" "And you are for or against nuclear energy?". These are false rhetorical questions that appear on websites and in television spots. According to you, the citizens if they do, what will they answer?
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