赖泽栋¹,曹佛宝²

• 1:福建农林大学文法学院
• 2:玉林师范学院商学院

摘要(Abstract)：

越来越多的食品风险专家通过自己的社会化媒体建立影响力。食品风险专家跨屏风险沟通成为当前社会化媒体风险治理的常见模式。然而，风险专家的实际角色与公众眼中的风险专家存在较大差异。以转基因食品风险为例，研究通过2×2（科学名人与业内科学家VS传统媒体与社会化媒体）的被试间实验，分析了不同风险专家角色通过不同风险信息传播渠道对公众的食品风险认知与风险传播行为影响的差异。研究发现，专家角色差异对公众的风险认知与风险传播行为有显著影响，且科学名人比业内科学家对公众的食品风险认知和风险传播行为的影响更显著；风险传播渠道对公众的风险认知和风险传播行为的影响也非常显著；风险信息通过传统大众媒体渠道传播对公众所产生的影响比通过社会化媒体渠道传播来得更大。

关键词(KeyWords)： 风险沟通;专家角色;社会化媒体;传统媒体

Abstract:

Keywords:

基金项目(Foundation): 福建省教育厅中青年科研项目（JAS160174）。

作者(Author): 赖泽栋¹,曹佛宝²

DOI: 10.19524/j.cnki.10-1009/g3.2016.04.015

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