Research On The Spreading Mechanism Of Public Opinion On Food Risk In Weibo

Food safety is an important issue concerning the national economy and people's livelihood.The existence of food risk often makes the public panic.With the development of social science and technology,the Internet has become the public to obtain food risk information and share emotions,attitudes and opinions of important space.As an open platform to express opinions,Weibo has become a distribution center of social public opinions relying on its superior functions.Although Weibo platform is the virtual space of network structure,the public "voice" of the expression is often about the livelihood of the people about the interests of the development about the reality of social problems.Food risk public opinion in Weibo which is also the embodiment of the public on food safety attention,subjective demands of their own life and health protection.In the existing research,there is little discussion on the public opinion of food risk.In terms of the guidance of the public opinion on food risk,the interaction among multiple subjects such as the government,news media,enterprises and Weibo users should be objectively and comprehensively handled.Based on this intention,this paper took the food risk public opinion in Weibo as the research object,combined with the case of the typical food risk event in 2019--"The excessive amount of propylene glycol in the KongWeng steamed cake",adopted quantitative and qualitative research methods,integrated the multidisciplinary perspectives of communication,food science and sociology,applied the stakeholder theory,the social amplification theory of risk and the public governance theory,and explored the communication mechanism of food risk public opinion on Weibo from three aspects of communication influencing factors,communication paths and communication dynamics.At the same time,the communication elements of food risk public opinion communication,which are composed of communication subject,communication object,communication ontology,communication carrier and communication channel,are defined.In the study,the public opinion data of food risk was analyzed and the public opinion propagation path was drawn through the public opinion visualization analysis platforms such as Zhiweishijian,Youmei and Weiredian.Finally,in view of the problems existing in the spread of Weibo food risk public opinion,reasonable public opinion guidance strategies are proposed from the perspectives of food enterprises,news media,government,Weibo platform and food experts.The research found that factors such as the source of food risk information,the communication ability of the first users of food risk information,the form of food risk information,the hot search in Weibo,and the public's perception of food risk,etc.affect the spread of food risk public opinion in Weibo.The influence of hot search in Weibo has become an important factor that cannot be ignored.The communication power of food risk public opinion in Weibo is divided into two aspects: the external power of news media,opinion leaders,the functional mechanism of Weibo platform,and the internal power of food risk events.In the internal motivation,the interest-related attributes,the topic attribute,proximity attribute and risk attribute of food risk events become the key driving factors for the spread of public opinion.