Research On Artificial Intelligence Reports By Pengpai News In The Perspective Of Risk Communication

With the continuous development of artificial intelligence technology,the public is curious about AI.The discussion on technical risk occupies an important position in the public opinion.The media is one of the important channels for public to access issues.The media as the opinion leader of risk communication has a certain impact on the public risk perception.According to Social Amplification of Risk Framework,the media may amplify risk signal because of the way of reporting.Therefore,how to conduct risk communication of AI technology correctly has become an important social issue.This study chooses PengPai News to analyze because of the plate division,high quality of reports,good data preservation,perfect review function and significant communication effect.We selected the reports from August 4,2014 to December 31,2017 and their popular comments for statistical analysis.We studied 431 reports and 1339 popular comments.Firstly,we make a description on the media salience,content and form of the reports,and the risk perception of the public.Then we find out the deviation of the communicators through the influence factors of the media salience and the risk perception in three aspects of cognition,attitude and action.It has been found that the reports of AI have the characteristics of accurate delivery,less words,bright positions,attention to front,unitary sourse,obvious risk exposure,and low vividness.However,the public's risk perception is characterized by high degree of concern,questioning and excitement,and lack of deep thinking.We also find that the factors of social amplification of risk is mainly concentrated on credibility,relevance,details and vividness.Three suggestions are made for the report,strengthen the communication between journalists and sources of information,pay attention to the interaction between the media and the public,and make full use of the new media to achieve balanced reporting.