[Commlist] Fully funded PhD Uni of Sheffield - Sci-Comm - Journalism

We are excited to announce a fully-funded PhD scholarship in *sci-comm* 
at the School of Journalism, Media and Communication at the University 
of Sheffield with the UK Atomic Energy Authority.


For details, including how to apply, please visit click here. 
<https://www.findaphd.com/phds/project/identifying-and-implementing-optimum-information-methods-to-promote-understanding-and-engagement-amongst-populations-regarding-fusion-energy-and-the-engineering-activities-of-a-new-fusion-powerplant/?p183939>


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About the Project

Fusion energy offers enormous promise as a low carbon, safe and abundant 
source of futureelectricity production. The UK Atomic Energy Authority 
(UKAEA) fusion research programme and a growing fusion supply chain are 
leading a world-wide effort on tackling the challenges of putting fusion 
on the grid. The UK’s Spherical Tokamak for Energy Production (STEP) 
prototype powerplant is forecast to complete in the early 2040s.

Public knowledge and attitudes towards fusion is complex - some don’t 
know what it is, others conflate it with conventional nuclear fission, 
where significant concerns prevail. While attitudes towards fusion are 
generally positive, many concerns abound, including “it’s too difficult, 
too far off, too expensive, too unsafe”. Coupled with (mis) information 
and fatigue regarding climate change and government overspend, barriers 
can prevent UKAEA from informing the UK population of the compelling 
case for fusion. STEP will encounter pioneering engineering challenges 
in its activities. Being a first of its kind, it is important to assess 
the public perceptions of these activities and find effective methods to 
inform communities of its progress.

Set within the new Fusion Engineering CDT at the University of 
Sheffield, this PhD seeks to address the key issues to populations 
understanding fusion, through theoretical investigations, audience 
surveys and analyses of existing information. Drawing on analysed data, 
the project will produce awareness-raising resources and recommendations 
for multi- format media. This project aims to translate fusion’s complex 
terminology and concepts into accessible language and formats that 
resonate with diverse audiences, countering common misapprehensions. By 
promoting greater understanding of the challenges in building a fusion 
powerplant the aim is to foster informed public support and trust while 
looking to attract more talent into fusion and identify areas 
(specifically engineering) where additional innovation is needed.

The project will start with a review of knowledge of fusion in the 
vicinity of the STEP fusion power plant (West Burton) and the UKAEA HQ 
(Culham). This data will build on outputs from linked PhDs in public 
attitudes. A review of related information (education, media, social 
media, policies, UKAEA resources) and attitudes will inform the optimum 
communication methods for populations (age, location, class, education, 
gender, employment etc.). Drawing on established theories and 
methodological approaches, the project aims to produce a range of media 
outputs designed for use in multiple settings, targeting different 
audiences. The project will identify topic-related knowledge, awareness 
and interest amongst the population according to gender, ethnicity, 
education, income and age, through interviews, focus groups and surveys, 
and content analysis of related information. Appropriate media outputs 
will be identified (documentaries, podcasts, videos, social media 
campaigns, educational graphics), with differing formality/accessibility 
to suit the audience needs. A participatory approach with audience 
involvement will avoid the many risks associated with awareness 
campaigns (no action; wrong audience; backlash).

The project sits within the Fusion Engineering CDT, which is a 
collaboration between several UK universities. This project will be 
linked to an engineering environment, and therefore applicants would 
need to evidence an understanding of the UK energy mix.

Please direct project enquiries to the academic supervisor, Dr Emma 
Heywood at (e.heywood /at/ sheffield.ac.uk), or questions about the CDT to the 
Centre Manager at (fusion-engineering /at/ sheffield.ac.uk).
Funding Notes

Students will recieve a 4-year studentship including home tution fees, 
UKRI stipend (£20,780 in 25-26) and a RTSG budget for project costs. All 
costs associated with attending CDT training will be met by the CDT.

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