Research On The Effectiveness Of Risk Communication In Public Policy Implementation

With the advent of high-risk society,the accumulation and evolution of various risks are easily caused by multi-agent contradictions in the process of public policy implementation,which makes it difficult for public policy to achieve the preset goals and practical effectiveness.Risk communication is an important part of rebuilding social resonance and mutual trust,preventing and resolving risks.Risk communication is an interaction process of relevant information about the nature,characteristics or control of risks among various subjects.Effective risk communication will be conducive to risk management.How to achieve effective risk communication in the practice of public policy implementation has become a key issue for the government to realize the modernization of social governance.Therefore,based on the network governance theory,this paper discusses how the network participants such as the government(including internal government agencies),the public(educational institutions and parents),the media(traditional media and social media)and the relationship quality among participants affect the effect of risk communication in the process of implementing public policies.Reasonable prevention and control of the influencing factors of the effectiveness of risk communication is the basic condition to improve the risk communication effect.Through qualitative analysis and the summary of previous studies,this paper finds that the main factors affecting the multi-agent effective risk communication are:the government factors(cooperation ability,information quality),the media factors(media opinion construction),the public factors(risk perception,public participation)and the relationship quality among participants(satisfaction,fairness,trust).Taking the implementation of the "Double Reduction" policy in Q district as an empirical case,the influencing factors model of the effectiveness of risk communication is constructed by structural equation to analyze the questionnaire data for empirical test.The results show that the cooperation ability,information quality and public participation all have a direct positive impact on the effectiveness of multi-subject risk communication in the process of policy implementation.The risk perception and media opinion have a direct negative impact.This paper uses the three core dimensions of trust,fairness and satisfaction to describe the relationship quality among participants,which plays an important mediating role.Public participation and risk perception have indirect influence on the risk communication effect through fairness.Media opinion and cooperation ability have indirect influence on the risk communication effect through trust.Information quality has multiple influence paths on the risk communication effect,including chain and multiple mediating effects.Information quality not only indirectly affects the risk communication effect through the mediating variable of satisfaction,but also affects the risk communication effect through the chain mediating of risk perception and fairness,media opinion and trust.Therefore,on the basis of the previous analysis,this paper puts forward targeted suggestions from the government,the public and social media.This paper suggests that the government should timely and actively disclose information and respond to public demands,and strengthen departmental collaborative governance.We should bridge the public risk perception differences and ensure effective public participation.We should give full play to the positive effects of social media and improve the public opinion supervision system,so as to prevent risk conflicts and enhance the effectiveness of risk communication in the process of public policy implementation.