| In the area of risk communication, it's of importance that the relationship between media communication and individual risk perception. By use of survey, content analysis and deep interview, this research selects food safety issue as case to analyze the articulation between media communication and individual risk perception. Firstly, this study explores how media use influences individual risk perception, including mediate variables and moderate variables. On the basis of media effects, the study system analyzes the framing of news reports of food safety. Based on the above systematic analysis, the study discusses new routine and its constraint factors in order to analyze news production of specific social risk issue. In the end, the study discusses all these research results.In the section of questionnaire, food safety embodies two dimensions of risk perception:severity and uncertainty. The use time of watching television have positive impact on risk perception, the use of social media has positive impact on the uncertainty of risk perception. All the dependence of Newspapers, television and internet have significant impact on severity of individual risk perception. Individual information processing strageties have significant impact and have mediating effect on the relationship between media use and individual risk perception. Media credibility plays important role on individual risk perception. The higher individuals evaluate television's credibility, individual risk perception of severity is higher. Media credibility has significant moderating effect on the relationship between the relationship between media use and individual risk perception.With the help of content analysis, this study finds that there are some traits of "structural imbalance" in media news framing on food safety issue, including problem narratives, news sources, news subjects and theme framing. The conclusion is that: first, media reports focus on issue prevents and governs but ignore analysis to problems occur and track. The vast majority of news sources are officials in contrast of few public sources and independent surveying reports. Second, the degree of citing diversification is lower, including citing official speeches. News subjects focus on officials whose image is positive. In the framing of news themes,"government actions" take over more proportion and "firm problems" follow. These results reflect on the functions of media as the governments'ruling skills. Media also have impartial access problems of social institutional interest expresses. By use of deep interview on journalists, this study tries to explore the news productions routine of risk information through studying food safety reports. News reports are restricted by time rhythms, space network, news facts and news value standards. There are interactions and games in media and different sources. At the same time, reports are restricted by state-maker power. In the reports about food safety issue, government prohibition is fewer by contrast with more intervene from enterprises. There are also other influencing factors including media interests, performancing systems and self censorship. All the interviewing materials reflect that news is a kind of social knowledge that lacks systematicness and comprehensiveness. These factors influences media report contents and further individual risk perception, evaluation and judgement.In risk studies, we not only consider that the problems of risk stakeholders, but also we analyze that the production, communication, transformation, input and output of risk information. This is because risk information influences individual risk perception, policy support and civil participation. In risk communication, governments need to restrain publicity logic. Media need strengthening all-sided, balanced and impartial reports to express justice on risk distribution so that promote negotiation of different stakeholders. in addition, public need to promote media literacy about critically analyzing media information. |
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