食品安全事件媒体报道动力机制研究——基于动态博弈的策略分析

Study on the Dynamic Mechanism of Media Coverage of Food Safety Incidents:Based on the Strategic Analysis of Sequential Game

食品市场中供求之间的信息不对称影响着食品安全的配置效率。文章基于公众、媒体、食品企业与政府等利益主体在食品安全治理中的不同功能,将食品安全信息传播与监管控制划分为"内部信息协调和外部调节"两个既相互作用又相互区别的组成部分;针对内部信息协调,运用博弈分析方法,构建公众、媒体与食品企业之间关于食品安全信息协调与质量改进的动态博弈模型,求解模型的均衡结果并对影响均衡结果的因素进行分析,得出食品安全信息最优配置的社会条件;政府则以调控者身份对内部信息协调进行宏观调控。结果表明,建立有效的信息投诉激励机制、媒体报道激励机制和食品安全质量改进奖惩机制,可以促进质量安全信息在全社会范围内高效利用,提高食品安全质量水平;同时,为了防止食品安全政府监管失灵问题,应将食品安全纳入政绩考核系统,构建刚性行政责任制,加强反腐机制建设和惩处力度,鼓励涉及食品安全的民间组织建设。

Information asymmetry between the supply and demand sides in the food market affects food safety's allocation efficiency.In this paper,based on the different functions of the public,the media,the food companies and the government in food safety control activities,the food safety information spreading and regulatory administration is divided into two distinct but mutually interacting parts:the internal information coordination and the external regulation.As for the internal information coordination part,a dynamic game model on the food safety information coordination and quality improving among the public,the media and the food companies is established.The model's equilibriums and their influencing factors are analyzed,and the social conditions required for the best food safety allocation efficiency are found.The government plays his role as an external regulator by making macro-controls of the internal information coordination's equilibrium-influencing factors.The result shows that effective incentive 'mechanism for information report,incentive mechanism for media coverage and incentive mechanism for quality improving'are essential for promoting efficient use of food safety information in the whole society and making quality improvement for food safety.Meanwhile,in order to prevent the governmental regulation failures on food safety control,the food safety achievements should be included in the governmental performance evaluation systems,the rigid administrative accountability mechanisms should be constructed,and the anti-corruption mechanisms and anti-corruption force be strengthen.Besides,non-governmental organizations involved in food safety management should be encouraged to play more of their supervision roles.