风险沟通如何做到以受众为中心——兼论风险沟通的演进和受众角色的变化

The Audience-orientation in Risk Communication:A Discussion on Evolution of Risk Communication and the Changing Role of Audiences

本文通过对风险沟通理论与相关实践的梳理,提出受众在风险沟通中的角色经历了从"无知"的信息接受者到需要观照的权利主体,再到合法化的合作伙伴的变化过程。以受众为中心已是大势所趋,然而要想做到这一点需要风险沟通者首先跳出几个认识受众的常见误区,继而加强公众参与以促进各沟通主体间的实质性对话。

This article discuss the role of the audience of risk communication has experienced a change from ignorant information recipient to important audience with the right to know and then to the legitimate partner through risk assessment, management and communication. The audience-orientation in risk communication is irresistible. However, several wrong cognitions about the audience existed in risk communicators need to be clarified. Risk communication also needs to strengthen the public participation in order to improve the dialogue between interested and affected parties in risk.