The Study On Risk Presentation And Communication Of Microblog Based On Different Subjects

Contemporary China has entered risk society.Great social changes have made the emergence of traditional and non-traditional risks in our lives.It is pointed out that risk communication is a two-way interactive process of information exchange between individuals,organizations and institutions.Risk is not only an objective threat,but also a social definition.The nature of risk and the essence of media society make the media play an important role in risk communication.With the emergence of social media,different types of communication subjects can use media means to construct risk frame,present specific risk characteristics,so as to meet their own interests.Based on the connection between strong and weak relationship,Microblog has promoted the socialization process of public events.In recent years,with strong influence and massive user base,Sina Microblog has become an important public area for Chinese to participate in risk communication.This paper is based on the frame theory and discourse analysis theory,takes an example of Illegal Vaccine Scandal.Through the research methods of content analysis and text analysis,the paper discusses the construction of risk frame of government,media,opinion leaders and public,analyses the risk presentation characteristics and the impact of different communication subjects.The study found that in the Illegal Vaccine Scandal,the two public opinion field phenomenon is still obvious.As the representative of the official discourse system,government and media are short of risk communication awareness.As the foundation of folk discourse system,opinion leaders and public present the extreme tendency of risk perception.Social capital still has a huge impact on the subject of risk communication in social media.To solve these problems,the key is to establish a common discourse space between the official discourse system and the folk discourse system.All the communication subjects need to make efforts to improve the concept and strategy of risk communication.