The Research On The Reporting Coverage Of The Public Health Events Of Risk Communication

In recent years, the frequent occurrences of public health events have brought a greatinfluence to people’s health and lives. Media as an important channel plays a significant rolefor the public’s understanding of risk information during the dissemination process. Althoughthere is a notable progress for media in public health emergencies in China, but problems stillexist, which influenced the spread of the media effect to some extent. Ten years after theSARS outbreak, China’s once again experienced H7N9bird flu, the media using the conceptof risk communication to guide the public health events reported, which achieved good spreadand social effects. Starting from the perspective of risk communication, this paper will putforward some operable suggestions and opinions for China’s media in public health events inaspects of risk communication strategies and the construction of emergency reportingmechanism on the basis of empirical summaries on H7N9bird flu news.This article with3.5million words is mainly composed of three parts in introduction,body and conclusion.Introduction part mainly includes the sources of topic selection, research status andrelated concepts, on which to put forward the research significance, the way of thinking andthe research innovation.Under the risk mediated society, the first part is to clear the definition of media functions,to analyze the current situation and existing problems of public health events that reported,and to point out the significance of such reports in risk communication aspect.The second part shows a concrete analysis of media communication behavior.Combining H7N9bird flu case, this paper selects the People’s Daily and the Xinmin EveningNews as the research sample; also, it combines the "two-way symmetrical communication"mode in carding the information flow and discusses the effect on media risk communicationin three aspects: strengthening risk perception effect, establishing multilateral trust, andmaintaining partnerships.The third part is the summary of the experience on media risk communication. From themedia strategy, media reports should be reported timely, scientifically and comprehensivelyon public health events. Moreover, it also need to strengthen public awareness and understanding of the risks; Humanistic concern should be reflected in their stories, media’sfavor and trust should be built in public; Public opinion should be guided correctly through asuitable agenda-setting and communication platform should be built soon. On the other hand,from the emergency reporting mechanism, the media should carry on a concrete practicethrough the "two-way symmetrical communication" mode, establishing and improving ainformation disclosure and public participation mechanism, a information feedback andresponse mechanism, and a peer interaction mechanism in communication. The strategyimprovement and the construction of mechanisms not only affect the effect of riskcommunication, but also provide a better reference in response to public health risks for oursociety.