风险交流视角下的食品安全标准相关媒体报道分析

目的对2008—2016年与食品安全标准相关的新闻报道进行量化分析,以测量媒体传播效果。方法对百度新闻数据库中有关食品安全标准的新闻报道进行关键词检索,并从报道数量、报道体裁、报道主题、报道呈现方式、新闻来源、报道基调等6个方面24个类目进行分析。结果自2009年以来,关于食品安全标准的报道数量增加,已形成特定报道主题。但报道类型化明显,体裁以消息类报道为主,深度报道偏少,内容偏狭,缺乏社会关注的热度,在相关事件报道中仍能发现社会认知不足。政府及社会组织的网站成为重要的新闻来源。结论食品安全标准具有一定的专业性,应以策略传播的思路开展媒体风险交流,同时应充分发挥新媒体环境下政府官方网站及专业组织的传播力,形成食品安全标准科学传播的意见环境。

Analysis of media reports on food safety standards from the perspective of risk communication

Objective To analyze media reports on food safety standards from 2008 to 2016 for measuring effects of media reporting. Methods All the news reports on food safety standards were screened with keyword search on Baidu news database, then were categorized for statistical analysis from six aspects such as numbers, genres, themes, forms, sources and reporting tone. Results Since 2009, the number of reports on food safety standards has risen and become a specific news topic. However, relevant reports were obviously narrowed to short news with lack of in-depth reporting which could not catch real social concern. Misunderstanding of food safety standards still exists in some reports. On the other hand, websites of the government and social organizations have become important and authoritative news resources. Conclusion Since food safety standards have specialty in some degree, strategic communication must be used for risk communication for food safety. At the meantime, agencies must take full use of new media such as official website of government and professional organizations for a better and scientific public opinion environment for food safety.