Reseach On Communication Effects Of Chinese Network Meida Reports In Food Safety Events

With the rapid development of national economy, the problem of food safety has aroused whole society’s concern. Especially after China’s entry into the WTO, the import and export of food brought more and more food safety problems. At present, the network media in china has become the extremely important information distributed of various food safety events and hot topics. In 2000, the food safety events "crowned" a network hot event. Since then, especially in 2012 and 2013, the Chinese more concerned about the network reports of food safety events, even burning with ardor. The Chinese inevitably to ask themselves: In china, what kind of food can I have? Even on the website appeared some speech of blamed the Chinese government’s supervision.In this context, this paper firmly focused on a typical event of “the New Zealand-Fonterra crisis” in 2013. The first thing for this paper is to distinguish the conception of “food safety” and “food safety event”; secondly, followed by the use of content analysis in the network of food safety events reports with incisive analysis. And then, we bring to the light of communication status and medium function in report of food safety event. Moreover, we spare no effort to find the errors of reports of food safety, and to put forward corresponding improvement measures; thirdly, this paper based on the spread situation of the network media in food safety events. Then, followed by the use of questionnaire survey to investigate that the cognition, attitude, behavior of internet audiences in the network of food safety events reports. In addition, this paper analyzed the data by using SPSS Statistics 20.0 and Microsoft Excel Win8 software. This paper put special emphasis on the empirical research, and the media effect is the type of thing measured by the questionnaire studies and questions.Taking into account all these research, this paper can come to the conclusion that:The network media is the primary source for the audience to get information in food safety events. But every coin has two sides, from one side, the timely and accurate network reports of food safety events can ease the audiences’ panic; from the other side, the network reports of food safety events is partial and lack of expert comments, which can cause a greater degree of panic. Therefore, the network media should have to understand the propagation characteristics of network reports of food safety events. At the same time, the network media must remodel of network media credibility by choosing the effective communication strategies.In 2013, the “New Zealand’s Fonterra dairy event” has aggravated public scared about the safety of food, which in turn the network reports of “New Zealand’s Fonterra dairy event” as a case study. The cognition, attitude and behavior of internet audiences with the network reports of food safety events are being researched. Then, we come to the conclusion that the media effect of network reports in the food safety events evidently isn’t ideal. On this basis, this paper puts forward the countermeasures to improve the media effect of the network reports of food safety events...