I know! I was intrigued by the title as well! :)
First of all, this is a paper that was originally published in Japanese, and this English version is, what appears to be, an almost direct translation. So there will be some awkward passages here and there. If you keep that in mind, everything should be OK (just think of literal translation and you'll be fine).
The authors studied the effect of teachers who themselves have little understanding or interest in physics on students. Somehow, the teachers disinterest in physics can (surprise!) transfers itself to the students.
It is interesting to note that, with the budget crisis in physics in the US and UK, we tout the high investments in science in Europe and Asia, particularly Japan, China, and Korea. But it is obvious from this report that even in Japan, they also face, to a lesser degree, problems in getting students to do physics, not just as a career, but in terms of being educated or literate in it.