Study On The Construction Of Public Risk Utterance And The Mechanism Of Interaction:Perspective And Analysis Framework Of New Media

A group of scholars led by the German sociologist Ulrich Baker proposed the concept of "risk society" in the last century.The advent of technological risk society has led to changes in the social values and people's behavioral patterns.Modern technological risks have changed the operating logic of traditional societies in terms of system and culture.Being consequent on this,there are risk events that are constantly debated and heated up,and a “sporty” competition appeared among the participants in the communication.Under the circumstance,Not only cannot they reach a consensus and seek a solution,it can also lead to an enlargement in risk,social conflicts,and a gap in trust.Conflicts on risk issues are frequent,and even a certain degree of social confrontation emerges,which exposes the defects of existing risk communication and public risk participation mechanisms.In the headed up issues,it reveals the driving and interactive mechanisms behind the discourse of all parties,and provides practical advice on the good communication among participating parties so that they can communicate and spread well,reduce social conflicts and rationally handle risk events.That is the purpose and significance of this article.This article uses context analysis method and case analysis method to explore the discourse of all parties involved in risk communication,restore its discourse motivation,outline the risk discourse framework of all parties,and set up a model for the entire interaction process with examples and use this model to guide the various parties' interactive programs in the context of risk society.First of all,the article introduces the connotation and basic characteristic of risk-the scientific uncertainty of risk,and interprets the significance of scientific uncertainty in technological risk.In the second part of the main content,identified the risk participants-the experts,the media and the public as the "triple" cognitive subject,how to treat the perspective of risk information and how to internalize in the entire communication process.Based on the conception of risk participation in various cognitive subjects,the third part of this article describes what kinds of discourse conflicts arise due to the risk amplification in the context of the two types of risk perception and the new risen challenges of the new media.The fourth part of the article combines the public risks of GM food safety example,which is the most widely concerned by public,to specifically analyze the discourse framework and characteristics of each cognitive part in the new media era,forming the communication model of risk communication in the era of new media.In the final part of the article,the communication model proposes a detailed and practical communication strategy for the “triple” in the risk interaction.The purpose of this article is to address the importance of public perception,improve each party's risk communication capabilities,help them to face up to the uncertainty of risks and reach the "consensual space" in risk social communication.