食品安全报道的传媒责任——“老酸奶”事件中的媒体呈现及其反思

Media Responsibilities in Food Safety Reports ——An Analysis of Media Presentation and a Reflection on "the Old Yogurt Incident"

由名人微博爆料引发的"老酸奶"事件,由于涉及整个社会极为关注的食品安全话题,经过作为新媒体典型代表的微博的广泛传播和传统媒体的推波助澜,一时间引发公众广泛议论,几近酿成公共危机事件。然而,由于始终未得到证实或证伪,成为一起少见的有始无终的传播事件。媒体应该反思在这起事件中的呈现,提升食品安全报道的"净化力",强化食品安全报道能力,实现食品安全报道的日常化,以提升公众对于突发食品安全事件的风险感知与辨别能力。

With the help of the wide spread of micro-blogs, the typical representative of new media and traditional media, the ＂Old Yogurt Incident,＂ exposed first in celebrities＇ micro-blogs, quickly drew grave concerns from the general public and almost resulted in some incidents of the public crisis as it involved food safety issues. However, it became a rare com-munication incident as a result of lack of evidence to falsify or verify it from beginning to end. Therefore, the mass media ought to reflect on the presentation throughout the whole event to enhance the purifying capacity of their reports, strengthen their ability to report food safety issues,and make food safety reports a daily routine to improve the risk per-ception and discrimination of the public in food safety incidents .