Analysis Of The Report Effect Of The "Shanghai Fuxi Food Safety" Incident On Sina.com

Food safety concerns people's life and health,and food safety coverage is an important issue of health communication.Media coverage of food safety should not be limited to "black curtain",because the public health awareness has generally improved,and the food safety theme should be used to carry out effective health communication and deliver the health information of food to the audience,paying attention to the health communication function of food safety topics.Network media plays a significant role in the food safety report.This study attempts to find out the construction of news report topic and its influence on the audiences' cognition,attitude,and behavior in the communication process of network media.Therefore,based on one of the four commercial portal websites,"Sina.com",this study searches relevant reporting regarding "Shanghai Fuxi Incident'.This study starts with the agenda setting of media effect,and conducts content analysis and text analysis of network media reports.By means of quantitative and qualitative methods,starting with the two lines of visual data and specific case,this study summarizes the current situation and characteristics of communication regarding food safety incident from Jul.21st to Jul.31st 2014 on network media.Meanwhile,from the perspective of communication,based on healthy communication effect dimensional path,utilizing the existing "healthy belief model' of healthy communication,and combining "facet effect theory",this study conducts questionnaire design assessment of audiences from three facets,"reach and cognition of healthy information,formation and evolution of healthy concept,start and cultivation of healthy behavior".Meanwhile through questionnaire design and distribution,this study focuses to understand the audiences'media using condition of network media such as Sina.com,and the cognition,attitude,and behavior condition regarding the reporting of "Shanghai Fuxi Incident".