Research On The Effect Of ’Celebrity Endorsement’ In Social Risk Communication

‘Celebrity endorsement’ as a new way of risk communication,has played an important role in China’s COVID-19 prevention and control.However,the following problems arise:whether there is a functional necessity for ‘celebrity endorsement’ in social risk communication;What are the conditions and characteristics of celebrities qualified for social risk communication and endorsement? How to make a reasonable evaluation of the speech content of ‘celebrity endorsement’ in social risk communication.Further,how to determine the network public opinion governance effect of celebrity surrogate speech function in social risk communication through measurement means?In order to answer the above questions,this paper firstly reviews the literature and theories and finds that compared with the triple dilemmas existing in social risk communication,‘celebrity endorsement’ has the advantages of fast response,high publicity and strong empathy.The silencing spiral theory and the social amplifying framework of risk provide theoretical explanations for its functional necessity and conditional characteristics.Further,the analytical framework of ‘information management,trust management and consensus management’ is constructed around the core task axis of ‘information-trust-confidence’,and the interface framework of celebrity endorsement for social risk communication is constructed according to TOE framework.Secondly,Hu xijin’s discourse is structured through content analysis.Thirdly,semantic mining method was used to capture 20 hot topics related to COVID-19,with a total of about 770,000 pieces of data,and heat analysis formula and emotion dictionary were used to describe the heat trend and emotion change of each topic.Then,breakpoint regression analysis is used to test the influence of the function of social risk communication celebrity representative of Hu Xijin on the governance of network public opinion.Finally,qualitative comparative analysis is used to determine the combination path of social risk communication.The study found that the main function target of Hu Xijin’s 27 micro-blog posts was trust management,among which the function of persuasion was the most,indicating that Hu Xijin tended to achieve the trust target of risk communication management.In the context of social risk,the pragmatic function of celebrity endorsements represented by Hu Xijin can produce a significant effect on the governance of online public opinion,the influence effect can be divided into strong influence relationship,weak influence relationship and no influence relationship.A fussy-sets qualitative comparative analysis was conducted according to the TOE framework,there are four configurations: environment core,trust emotion,consensus core and collaborative governance.The social risk governance system should be improved from the three aspects of governance concept remodeling,resource construction and mechanism innovation,and the governance effectiveness of the new toolbox of ‘celebrity endorsement’ should be continuously strengthened,so as to make full use of the advantages of ‘celebrity endorsement’ and give better play to its risk communication function.