CAJ | 학술논문

食品风险信息传播过程中公众既是主体又是受众，其传播行为对于食品风险信息交流绩效具有重要意义。学界对食品风险信息公众传播行为的现有研究相对匮乏，本文依托前期研究，结合食品风险信息特性，归纳揭示出“咨询+社交”的社会媒体环境下，食品风险信息公众传播的三个特征：自主化、极端化和感性化。同时，结合相关案例，揭示了食品风险信息公众传播的三大模式，即基于公众自主需求的定制化模式、基于领袖意见的群体极化模式、基于社会关系的社会网络模式。为了适应社会发展，社会媒体环境下的食品风险信息交流应明确公众需求、重视社群意见领袖并充分整合线上和线下的社会关系网络资源，以保证食品风险信息交流的科学性和有效性，提升我国食品风险治理水平。
식품풍험신식전파과정중공음기시주체우시수음，기전파행위대우식품풍험신식교류적효구유중요의의。학계대식품풍험신식공음전파행위적현유연구상대궤핍，본문의탁전기연구，결합식품풍험신식특성，귀납게시출“자순+사교”적사회매체배경하，식품풍험신식공음전파적삼개특정：자주화、겁단화화감성화。동시，결합상관안례，게시료식품풍험신식공음전파적삼대모식，즉기우공음자주수구적정제화모식、기우령수의견적군체겁화모식、기우사회관계적사회망락모식。위료괄응사회발전，사회매체배경하적식품풍험신식교류응명학공음수구、중시사군의견령수병충분정합선상화선하적사회관계망락자원，이보증식품풍험신식교류적과학성화유효성，제승아국식품풍험치리수평。
The public is the main body and the audience in the process of foodstuff risk information communication, therefore, the study of the public's communication behavior of foodstuff risk information is very important. At present, existing academic researches on com-munication behavior of foodstuff risk information to the public is relatively scarce. Relying on previous researches and combining with the features of foodstuff risk information, this paper sums up the three characteristics of the foodstuff risk information communication of the public:autonomization, orientation and being emotional. At the same time, combining with related cases, the paper reveals the three modes of the public ' s communication behavior of foodstuff risk information communication, which includes autonomically customized mode based on user demand, group polarization mode based on the community leaders and the social network mode based on social rela-tions. It is argued that foodstuff risk communication under social media environment should focus on clearing the public's needs, attaching great importance to the community opinion leaders and fully integrating online and offline social relation network resources, to ensure the scientific and effective foodstuff risk communication and enhance the level of foodstuff risk management in China.