The Media's Role In Food Safety Incidents Reported Differences In The Analysis

In recent years, food safety problem has suddenly became the people’s livelihood focus of the whole society, because of the high frequency of food safety across the country. The report of food safety has already became an important type in the national’s media, a few of food safety events are reported annually. In the events of food safety, the media has been playing an important role of bridges, which realize the communication between the government and the public and promote the social progress due to the function of risk messaging and public supervision. We should be aware of the media coverage, or it may carry the upheavals of public sentiment. We are witnessing the fact of rapid development of electronic and network technology these years, and it has broaden the information channels and enabled our users to get more information and entertainment through the Internet, broadband local area network (LAN), wireless communication network, satellite and some terminals like computers, cell phones and digital TV, which has made a significant impact on social politics, economy, culture and life as a whole.Based on it, industrial gelatin poison capsule event(2012)has been selected from the view of synthesizing the modern and traditional media in this paper, we use Sina micro-blog, portal, the southern metropolis daily and the Qianjiang evening news as our samples to analyze the characteristics of reporting among different media. Studies have found that the reports from micro-blog are different from the traditional media in terms of the food safety, the report differences mainly show in the following four aspects:information informing, event interpretation, supervision by public opinion and social mobilization.This paper argues that the achievement of micro-blog function is usual by the wide spread of micro-blog in a kind of small amount information. And as a result of its transmission pan main body and fragmentation characteristics, information told separate to information verification and integrity. While traditional media is still as an important way of pursuiting the information authenticity verification and the integrity of information for target audience because of its credibility. It seems that journalistic professionalism is still of great significance. Information informing and attitudes forming go on at the same time in micro-blog information production, so the information audience received is attitude information. It has formed a significant public opinion field before getting in touch with traditional media, therefore the control of public opinion is divided and no longer just belongs to the traditional media, micro-blog allows individuals to transfer mobilization information to public with minimal cost and at the same time restore and strengthen the possibility of "conversation" on the transmission mechanism, these make the micro-blog social mobilization have an incomparable advantage in effectiveness, the diffusion speed and mobilization energy over traditional media.