| In recent years, major public health emergencies such as avian influenza, foot and mouth disease, Influenza A H1N1and Streptococcus suits occur frequently, which has caused the high attention of all circles in society.As the chief culprit of those public emergencies, major animal epidemic diseases has a strong pathogenic susceptibility, spread rapidly, zoon tic and other characteristics; and with the changes in the structure of economic development and public consumption, through the food chain, more people are exposed to the risks of animal epidemics, caused by a broader audience's attention and reaction. The resulting socio-economic impact has been far more than the direct harm to human health or the environment, can easily lead to large-scale public health crisis, the formation of social panic and the government's crisis of confidence. In China, the "stability overrides everything" is a prerequisite for development. So the major animal epidemic-prone poses a severe test of our government emergency management capabilities.As major animal epidemics emergency management is one of the social emergency management problems, public efficient participation and collaborative confronting are inevitable. Comprehensively reviewing previous research results, a great deal of theoretical and empirical analysis showed that efficient risk communication could inspire public rationality, reduce public panic and urge the public to form accurate risk cognition of emergency to carry out rational decision making and relieve epidemic' social influence. Therefore, the smooth implementation and efficiency of sudden events' emergency management depends on the rational risk cognition of interest-related groups and the formation of risk coping behavior, while risk communication provides effective path to it. Then what the mechanism of risk communication is in the field of major animal epidemic diseases emergency management, how to employ risk communication to appropriately adjust risk cognition of interest-related groups and coordinate to deal with major animal epidemic diseases, how to increase the efficiency of major animal epidemic diseases emergency management form the perspective of risk communication and perfect it are of great analyzing implications. On the basis of risk perception theory, social amplification framework, stakeholder theory and prospect theory of the risk, this thesis analyzed action mechanism and perfect ways of risk communication in the emergency management of major animal epidemic from a theoretical and empirical point of view, and put forward the theoretical foundation and analytical framework. According to breeding farmers and consumers' questionnaire data, the thesis conducted in-depth discussion on government-breeding farmers and the government-consumer' risk communication strategy in the progress of major animal epidemic emergency management by using case analysis, factor analysis, structural equation modeling and multivariate ordinal Logistic model, taking aquaculture farmers and consumers as a research subject, and being based on the influence mechanism of the risk perception and decision-making behavior, and the empirical analysis of the path on the aquaculture farmers and consumer that epidemic information has influenced in major animal epidemic emergency situations.(1) Based on the prospect theory, the thesis structured respectively the model of individual decision makers and the group behavior space and demonstrated theoretically the function mechanism of the risk communication on the Animal epidemic emergency management. The result shows that the risk communication can regulate the individual decision makers' perception on the content and the probability of occurrence of the risk and regulate their trust level on the government, in this way the risk communication can optimize the individual decision makers' value function, lessen their sensitiveness on the animal epidemic emergency and promote the public to adopt constructive behavioral pattern. During the process of risk communication, by increasing the information density of epidemic risk content, the epidemic probability and the government controlling measures, we can narrow the public space of group behavior under the circumstance of major animal epidemic emergency and reduce the difficulty of government emergency management.(2) through case study of our country's bird flu, Streptococcus infection event in Sichuan Province and British mad cow disease, the paper demonstrates from the practical perspective the role of risk communication in managing major animal disease emergencies, focusing on analyzing the roles of the two major groups of farmers and consumers in major animal epidemic emergencies as well as the communication measures government takes and their effects. Analysis shows that, risk communication is one of the important means in dealing with animal epidemic emergency management and reasonable risk communication means could play an effective role in emergency management, conversely, would expand negative effect of animal epidemic situation. Livestock breeding farmers' cognition toward animal epidemic risk and their coping behavior directly affect the enforcement and effectiveness of government epidemic controlling measures, and consumers' perception of pork food safety risk in the context of sudden animal epidemic situation and their coping behavior decision determine the depth and breadth of animal epidemic emergencies influence. Therefore, livestock breeding farmers and consumers are the key objects of risk communication on major animal epidemic emergency management, and we should track farmers' and consumers' perceptions of risk in emergency management and take appropriate risk communication strategies.(3) Through the empirical study on the epidemic disease information' influence mechanism and path toward risk perception and decision making behavior of livestock breeding farmers, the paper analyzes the risk communication strategies of government and livestock breeding farmers in the emergency managing of major animal epidemic disease. It shows that specific information of disease, probability information, and government' information of controlling measures take risk perception as an intermediary variable, have a significant impact on Farmers' decision-making behavior, are the messages that animal epidemic risk communication primarily conveys. When communicating with farmers on risk information, government should rely more on the use of video, audio, graphics and interpersonal information exchange and training. Meanwhile, government should distinguish real time difference of information and select appropriate channels of information communicating, for most diseases content information they can mainly employ books, newspapers, materials and the like to deliver to livestock breeding farmers, and rely more on graphic lecturing to announce epidemic information risk. As for epidemic disease shocking probability information and government controlling information, they are more required to substantially deliver to farmers, more by the means of television, comprehensively using television, radio, newspapers, networks and other channels. (4)Through the empirical study on the epidemic disease information' influence mechanism and path toward risk perception and decision making behavior of consumers, the paper analyzes the risk communication strategies of government and consumers in the emergency managing of major animal epidemic disease. It shows that when major animal disease occurs, consumer perceptions of risk include the four dimensions, health loss, social loss, mental loss and money loss, of which physical health loss is the most important dimension. The information channels to reducing consumers' risk perception of food quality and safety in animal epidemic are followed in significant descending order as, government, newspapers, television, experts, of which the government channel has the most significant effect. Consumers' education degree, food safety risk perception during epidemic disease and food quality safety evaluation during non-epidemic period have a significant influence on their own positive consumption behavior. The priority of government and consumers' risk communication should be focused on reducing the uncertainty of consumers' health loss when dealing with major animal epidemic emergency management. And. government should voluntarily and punctually unveil epidemic disease related information to meet consumers' demand on epidemic information and meanwhile reinforce daily food safety monitoring and security level to safeguard the authority of government and consumers' trust on government.Different from general major animal epidemic emergency management research, the paper stands from the perspective of risk communication, comprehensively use qualitative analysis and quantitative analysis methods, theoretically and empirically studies risk communication's mechanism in the major animal disease emergency management, discusses risk communication strategies of government and livestock breeding farmers and of government and consumers during major animal epidemic situation, and puts up suggestions and proposals on how to perfect major animal epidemic emergency management based on risk communication. The research process combines theory and practice, and the conclusions are far of practical reference implication. |
