Risk Communication ? Relationship Between Governance Mechanisms And Food Safet

With the rapid development of China's economy,our living level and quality have a great change. And we have a new understanding of basic necessities, such as clothes and food. People also have changed on the saying of “Hunger breeds discontentment”. Such as, the pursuit of food amount changes to the previous focus on food quality gradually. However, evolving technologies and unprecedented globalization not only promote the rapid development of the food industry to make food more abundant species, but also bring a lot of uncertainty and potential risks.In recent years, a spate of food safety incidents raises the importance of food safety issues, such as KFC instant chicken and Jiuguijiu Plasticizer. The study found :the occurrence of food safety incidents have many causes, some causes are added by food companies, some are the addition amount control, No matter what the reason caused the result, We all have to focus on the important role of risk communication in the processing of food safety accident. Based on the theory of transaction cost analysis paradigm, the article examines in detail the important role of risk communication on food safety. This paper attempts to break through the existing framework of sociology of risk communication literature, put risk communication to food safety system, and become a part of “relational governance mechanisms”. Under the new theoretical framework, the article proposes five propositions, Jiuguijiu Company as a case, and the handing of Plasticizer issue as the object of analysis, using case study approach to explain the relevant propositions.The study found: In fact, from the perspective of transaction costs, the issue of food safety is not a pure science technology,it is a problem that trade body fulfills product quality contract, in the case of the external environment of uncertainty, the opportunism of related parties(main trading body) is the root cause of the food safety problems which occur repeatedly. If we put the risk communication mechanism to the food safety field, through risk communication of transaction subjects, information sharing to form a long-term good relation of cooperation(relational governance solve the problem of frequent food safety issues, at last, protect food safety. The last part of my article tries to establish a risk communication platform which is suitable for China, based on learning of foreign countries ‘methods.My paper redefines food safety from transaction cost economics perspective, the results of my research enrich risk communication theory on food safety, the article uses a new way to illustrate the importance of the risk communication to ensure the protection of and necessity of food safety, and proposes some suggestions to food safety governance. However, my paper has many shortcomings, such as selecting one case to explain the assumptions, examining rationality of the information encodes, and research assumptions can be tested by more cases and so on.