A Study On The Influence Of Public Figures On Audience Risk Perception In Risk Communication

The development and change of the society based on the human practical activities. when the society develops to the certain stage, it is inevitable to the growth of risk and the produced the crisis, and threat to the survival and the development of human being. While ignoring the risk of information, it will contribute to the risk of growth and communication.With the development and expansion of the risk situation, people’s risk consciousness continues to strengthen, people desire to evade and reply the risk. However, for real people risk status of understanding,knowledge and control often lags behind the actual state of risk, risk perception is vulnerable to external influence. The main body of communication as a necessary link in the propagation process, his(its)communication on risk information, whether it will give people the impact of perceived risk, this dissertation take the risk of spreading public figures as the breakthrough point, is genetically modified food debate with Cui yongyuan and Fang zhouzi, for example, through the data collection and survey, find public figures in risk communication, whether to bring certain influence to the audience perceived risk, whether this effect is beneficial.This article has carried on the questionnaire survey to 425 Audience, starting from the cognitive individual characteristics, GM food and perception. Public figures personal image, Public figures debate to bring the audience effect. The study found that public figures risk communication can affect audience risk perception. The influence contact "two public figures information to no debate "access to" information and debate between Cui and Fang risk perception" as the condition, by comparing the definite conclusion.Public figures of social influence and voice than general audience, they can affect some of the audience through his speech, the influence of size and is closely related with their credibility and authority in the audience, so the public figure to achieve good communication effect, you need to set up good personal image, but also need to do speech that has more professional knowledge support.