The Research On The Attitude And Influence From Gutter Oil Report On The Part Of The"White Collar" In Shanghai

In recent years, the endless food safety incidents have become an important issue of public health an mass media.As a news theme that directly and comprehensively relative with public life, food-safety reports become increasingly hot and being the favorable topic since2000. Mass media report is the window and platform for the public to know and trace the food safety issues.Secondly, in recent years, China’s social classes have changed a lot in the transition process of the transformation of social structure and social system, and the "white-collar" is becoming the group that cannot be ignored. The particularity of white-collar workers based on their lifestyle and habits, the possibility of three meals a day eating out is much higher than other groups, the importance of food safety issues as well as relevant aspects of reported white-collar self-evident.Finally, the kind of audience will be treated as loose-sand times already gone, and the current media markets is also increasingly focus on segments audience, and strive to meet the different categories of information needs of the audience of the different interests. Correspondingly, the audience segmentation research trends in academia, as the threshold is also becoming increasingly apparent, and thus I at this time when starting from the microscopic point of view in-depth look at food safety reports as the representative of the cooking oil incident in Shanghai white-collar the crowd attitude impact ideas precisely conform to the breakdown of current audience research presented and the depth of the new trend, new background, has a certain practical significance and reference.This paper issued by the questionnaire, depth interviews and other research methods to the Shanghai white-collar; it’s the first time as an empirical analysis on the attitude of waste oil report. I tried to stand in the point of view of the media in Shanghai white-collar group characteristics,consider their information to the characteristics and habits and to explore the psychological mechanism of action of waste oil reported on the behavior and attitude change, including cognitive changes, emotional changes and behavior involved in the degree to explore the intensity of the food safety incidents reported and effective ways and means to meet the information needs of the public and to enhance food security literacy of the members of society, and provide a scientific basis for the various types of media to raise awareness and optimization of citizen.