2003 Volume 1 Pages 78-89
The purpose of this thesis is to argue the fact of “Image-Contamination (stigmanization)” and its mechanism. Generally it is said as "rumor damage: the damage due to the rumor" in Japanese.
It is argued that "Image-Contamination" is the term which had been used with radioactivity relations from the early stage. And it means now the large amounts of reports of the environmental/nuclear accident or disaster make bud reputation no-polluted foods, products, and lands in the area and make them evaded. And it is point out that "Image-Contamination" is "the economical damage that the area where there are rumors suffered" that it was not "the economical damage due to the rumor".
Next, It is explained the Image-Contamination goes through the following process.
(1) Economical damage is done at the moment market participants and dealers think "people worry whether foods or goods in the area where the accident or disaster occurred are dangerous or not." or "The people don't buy those goods." (2) Image-Contamination is done at the moment when people concerned, scientists, and commentators think "economical damage", "people's worry", or "people's bad reputation." It is, as it were, "damage by imagination (not reality)" at this moment. (3) It becomes "Image-Contamination" then recognized socially when (a) the fact of the economical damage, (b) the people concerned, scientists, commentators, and market participants' recognition of people's psychology, and (c) "street interview on TV news" are reported. (4) Most people except for local people around the place where accidents occurred recognize "foods or goods in the area is dangerous." and don't buy those goods by the large amounts of reports. Then image becomes reality; the people concerned and market participants' recognition of people's psychology and consumption behavior become reality.
