风险沟通中网络媒体报道的可信度构建——以人民网H7N9禽流感报道为例

Report on Credibility of Internet Media in Risk Communication：A Case Study of People＇s Daily Online Reports about H7N9 Flu

在风险社会的视野下，健康风险事件（如SARS、禽流感等）往往引起媒体和公众的广泛关注，网络媒体作为政府和相关机构进行风险沟通的主要媒介之一，其报道直接影响着公众的风险感知和应对行为。本文基于社会学、新闻学和传播学等领域的相关理论，以人民网H7N9禽流感的新闻报道为例，采用内容分析法从报道数量、报道时间、消息来源、风险议题等类目考察网络媒体的报道框架，浅探风险沟通中网络媒体报道可信度构建的特征：及时、全面提供真实、不隐瞒的疫情信息；注意平衡报道内容和事实观点，适量采用风险反思议题框架；消息来源以官方和专家为主，提高风险报道的权威性和专业性；考虑报道的贴近性，适当增加人情味议题。

In the perspective of the risk society, the health risk events （SARS, Avian influenza, etc.） usually aroused extensive attention in public. Internet media as a major communication means, which by the government and relevant institutions taken in risk communication, its coverages directly affects people s risk perception and response behavior. Based on related theories of sociology, journalism and communication, this paper will study on reports about H7N9 influenza of People s Daily online, and investigate reporting frame of internet media through several categories such as quantity, time, sources and risk issues by using the method of content analysis. It trying to summarize characteristic of internet media how to establish credibility of reports in risk communication： to provide real and unreserved epidemic information timely and comprehensively; to balance the contents and ideas of report,and to cover risk reflection issues moderately; to give priority to information from officials and experts to ensure that reports be more authoritative and more professional; to partly increase risk sentiment issues .