Risk Amplification Mechanism And Reflection Of Food And Drug Safety Incidents In Social Media Environment

In recent years,food and drug risk events have occurred frequently.In the context of social media,the actual risk and perceived risk of food and drug risk events usually does not correspond,leading to risk amplification cases abound.What happened in this risk amplification “black box”? And how should we deal with it?In this paper,according to the information mechanism and response mechanism proposed by Risk of Social Amplification Frame(SARF),we try to find the secret installed in the “black box” by the case of 2016 Shandong Vaccine Incident.With regard to the information mechanism,this paper draws lessons from Kasperson's research on “information flow as the main driving force of risk amplification",and analyzes the information mechanism of risk amplification in the social media era from the aspects of bombing,controversy,polarization and correlation of information flow using part of the representative WeChat public articles as samples.On the reaction mechanism,two aspects were discussed in this article from the individual level to the whole level.At the individual level,mainly through analysing of the individual microblogging of Shandong Vaccine Incident,this paper puts forward the cognitive risk amplification mechanism of negative preference in divergent cognition,risk preference in selective attention,and extreme preference in simplification and stereotype.This paper also proposes emotional risk amplification mechanism of emotional bias and anger emotional bias;At the same time,based on the analysis of the microblog text analysis combining with the analysis of the social media communication process,this paper puts forward the horizontal risk amplification mechanism of the group's attitude infection and resonance,and the vertical risk amplification mechanism of risk memory shaping and inheritance.In addition,In addition,this article attempts to reflect on social media impact on risk amplification mechanisms from the perspective of the social media two important characteristics of “open to all” and “connect everyone”.Combined with different parts do anomie in different risk amplification mechanism,it is proposed that all parts should make joint efforts in risk communication in the social media era.In the case of social media,the “ open to all ” character makes the information and individual response mechanisms gain the potential for risk amplification,and the “ connect everyone” features make the social response mechanism gain horizontal and vertical risk amplification potential.In information risk amplification mechanism,media anomie cases are significant.In individual response mechanism,public lacking of media literacy cases are obvious.In social response mechanism,government out of supervision and its poor communication are remarkable.Therefore,this paper puts forward recommendations of fine risk communication in social media age by the media,the public and the government.Firstly,we media needs responsible communication,traditional media needs to stick to some aspects,and the expert media needs scientific communication;Secondly,the public needs to strengthen their abilityto distinguish errors and to do better emotional management;Third,the government should establish a communication response mechanism and get further improvment of the we media supervision system.