社群媒體之食品安全風險溝通行為研究——以新浪微博為例

Food Safety Risk Communication Behavior on Social Media: The Case of Sina Weibo

近年來中國食品安全事件層出不窮，社群媒體因具備社群關係網絡串聯及立即互動優勢，往往成為公眾參與風險溝通的主要管道。但民眾於社群媒體中的互動是否真實反映或實踐有效風險溝通行為，為值得深入探討之議題。本研究選取2016年中國兩起重大食安事件在新浪微博之1,303則貼文，以內容分析法進行分析其中風險溝通的參與主體、貼文內容與消息來源、互動性、外部網站連結及多媒體使用狀況。結果顯示民眾於微博之風險溝通具良好互動性、充分利用多媒體，但也存在參與主體及消息來源單一、主題廣度不足、科學傳播匱乏、負面情緒主導及資訊品質不一等問題。因兩事件性質不盡相同，官方處理方式與民眾風險溝通行為表現亦有差異，值得後續研究與實務單位參考。 This study aims to investigate the role of social media in food safety risk communication. Taking two major crisis events happened in 2016 in China, this study adopted content analysis method to analyze the information related to these two events and public use behavior on the ?Sina Weibo.? In sum, 1,303 posts were analyzed; this study found that although risk communication in Weibo has been proved highly interactive and make full use of multimedia, the application of social media still has adverse respects such as unbalanced participation, single information source, scarcity of science communication, vast negative emotion expression and variety information quality. Furthermore, the findings shown that due to the difference of the two events, the government presented different risk management strategies, and resulting in differences between how public used social media for risk communication. The study recommended future researches to look into this phenomenon and provided suggestions for practice.