Research On The Risk Communication Strategy Of Food Safety In China's Urban And Rural Residents Based On Risk Cognition

This study is based on the background of anxiety and panic about food safety risk perception attitude caused by frequent food safety incidents in China.From the perspective of social cognition,this paper discusses the influencing factors of public food safety risk cognition and the relevant government departments.Based on the basic framework of social cognition theory,this study constructs the model of influencing factors of food safety risk cognition of urban and rural residents in China.Based on the Logit regression analysis of the data of Chinese General Social Survey(CGSS)2013,the results show that residents have a positive effect on food safety.There are differences in gender,age,urban and rural areas,income levels and ethnic groups,among which women,young groups,urban residents,ethnic groups and low-income groups have higher awareness of food safety risk.At the same time,traditional media other than television,new media contacts represented by the Internet and mobile phones,man-machine contacts and social trust will all have an impact on residents' awareness of the severity of food safety risks,including newspapers and broadcasting.Internet and mobile phone exposure were negatively correlated with food safety risk awareness,magazine contact,interpersonal contact,and social trust were positively correlated with food safety risk awareness.The improvement of food safety regulatory satisfaction and service satisfaction will reduce their risk awareness.Finally,the goal of food safety risk communication is clarified from the perspective of communication science and citizen science.That is to eliminate the stigma in risk perception,improve the public food safety knowledge literacy,correctly view the differences between public perception and expert perception of the three major communication goals,And in the process of communication,we should carry out differential communication and effective information transmission for the target groups,so as to achieve effective two-way communication,and provide reference and reference for better food safety decision-making and the establishment of public rationality.