Research On Transmission Mechanism And Coping Strategies Of Food Safety Network Rumors

With the rapid development of the Internet in China and the arrival of the web 2.0era,the development of the Internet virtual community has been promoted.Changing the way of information dissemination,the speed of informations' spreading has been greatly improved,the appearance of new media with the characteristic of digital media,which makes everyone a news maker.Rumor spreading is no longer limited to the word of mouth,which makes the network rumors have a wider scope and more harmful compare to traditional rumors.And China is experiencing a deep-going social transformation,the appearance of social contradictions that makes the generation of network rumors easily.The rumors will not only affect the online environment and People's Daily life,but also disturb social order and endanger national stability.According to statistics,nearly half of network rumors are about food,food safety problems is important for people and concerns their own interests,the prevention and governance of food safety rumors is significant.As food safety risk communication is important in solving food safety problems,the government ?media ?production enterprises and other interested parties attach great importance on it.Food safety risk communication can promote peoples' scientific understanding of food safety risk information,and the generation and dissemination of food safety network rumors has been curbed from the source.Food safety risk communication is important in cope with food safety emergency and the development of food industry.But the food safety risk communication started late in China,there are few research about risk communication,the domestic study of food safety risk communication is far from enough,therefore,this article has carried on the preliminary exploration for food safety risk communication from the empirical point of view.This article studies the transmission mechanism of network rumors and the influence factors of food safety risk communication effect,through the model,simulation and the methods of empirical analysis and so on.Analyzing the characteristics of the food safety of network rumors and present relevant measurements from the food safety risk communication theory.First,SIRT model is constructed which is on the basis of the traditional model of infectious diseases with true information disseminator in the traditional model.The individuals of this model consists four categories,the unknown(ignorant)? rumors disseminator(spreader)?immune(removal)and true information disseminator(true),the density of population in various states can transmute into each other with a certain probability which will be affected by various factors.The ability to recognize information?risk cognitive level?the transparency of information released by media and medias' credibility?memory effect and so on are considered,and simulation was carried out on the model network which is based on the BA network.From the network ? information and the external force three aspects to analyze the effect on the dissemination process of network rumors.Secondly,the empirical analysis on the food safety risk factors that influence the effect of communication.Constructing the model that affect the effect of communication model,based on a questionnaire about the effectiveness of food safety risk communication in Wuxi and risk analysis as the theoretical basis.The results indicate that:the transparency of risk assessment and management process ? the criterion of risk assessment process and the participation of stakeholders have positive influence to the effectiveness of food safety risk communication directly.The participation of stakeholders and risk assessment have positive influence to the effectiveness of food safety risk communication by influencing the transparency of risk management and assessment processes.Finally,based on the research of network rumors' transmission mechanism and the factors influencing the effect of risk communication,put forward some strategies that coping with food safety network rumors through risk communication,we believe that completing the government's regulatory system for food safety and improve the credibility of government?improve the ability of media and opinion leaders to guide network public opinion?strengthen the disclosure and authority released food safety information ? improve the public's media literacy and the ability of information discrimination would be useful.