风险社会下食品安全问题的网络传播分析——以“康师傅馊水油”事件为例

Analysis of Internet Communication about Food Safety Problems Based on the Risk Society Theory——A Case Study of the “Master Kong's Gutter Oil”

食品安全问题是风险社会中的一个重要表征。网络时代风险传播突破了由政府通过传统大众媒介向公众传播的单项传播形式,变为了公众都可进行的双向传播,因而加剧了食品安全问题的传播风险。对"康师傅馊水油"事件的网络传播特点分析发现,食品安全问题的网络传播存在着传播源广泛、意见领袖作用强、政府反应速度偏慢,且舆情回落周期长短受舆情传播中其他声音影响等特征,因此在风险社会中,政府要进一步净化网络环境,提高反应速度,建立与公众的有效沟通机制,加强权威发声权重,允许出现多方声音,以"引"代"堵",增强信息的对称性,从而增加公众对政府和大众媒体的信任度,使公众能理性的对待风险社会下的食品安全问题。

Food safety is one of the most important characteristics of Risk Society. Risk communication on the Internet breaks the traditional uni-directional transmission way via which information is conveyed from government to the individual, and becomes a two-way propagation, increasing the risk of transmission of food safety issues. The incident of gutter oil of Master Kong is characterized by multiple sources, strong opinion leaders, lack of government reaction, and the cycle in the dissipation of public opinion influenced by the spread of other public opinions. Therefore, in the risk society, the government should further purify the Internet environment, improve reaction speed, establish an effective communication mechanism with the public, strengthen the authority in public announcement, allow the expression of opinions from multiple sources to navigate the opinions instead of blocking them, and enhance the symmetry of information, thereby increasing the public＇s confidence in the government and the mass media. Eventually, the public can deal with food safety issues rationally in risk society.