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风险传播视角下转基因生物科技及产品传播障碍及对策
引用本文:金艳,沈继斯. 风险传播视角下转基因生物科技及产品传播障碍及对策[J]. 华中农业大学学报(社会科学版), 2014, 33(4): 127-133
作者姓名:金艳  沈继斯
作者单位:华中农业大学 文法学院,湖北 武汉 430070;华中农业大学 文法学院,湖北 武汉 430070
基金项目:中央高校基本科研业务经费项目“环境群体性事件网络舆论与新闻媒体舆论互动机制研究”(2662012SC43)。
摘    要:转基因生物技术的研究与开发渐成规模,但其实际传播过程中障碍重重,传播效果既不能令科学家满意,更不能令公众信服,更加有效地进行转基因生物科技传播,迫在眉睫。采用问卷调查、深度访谈的方法获取数据,从风险传播视角出发,分析转基因生物科技及产品的传播在社会环境和传播要素各方面存在的障碍及其原因。针对性地提出加强转基因生物科技及产品传播效果的建议:增强传播主体的公信力,建立专门的交流平台;提供客观充分易于受众理解的传播信息;发挥新媒体的开放互动优势,形成传播合力;与受众进行平等沟通,重视受众反馈。

关 键 词:转基因  生物科技及产品  风险传播  传播障碍

Obstacles and Countermeasures of GM Biotechnology and Products from the Perspective of Risk Communication
JIN Yan,SHEN Ji-si. Obstacles and Countermeasures of GM Biotechnology and Products from the Perspective of Risk Communication[J]. Journal of Huazhong Agricultural University(Social Sciences Edition), 2014, 33(4): 127-133
Authors:JIN Yan  SHEN Ji-si
Affiliation:(College of Humanities and Social Science, Huazhong Agriculture University, Wuhan , Hubei , 430070)
Abstract:The research of transgenic technology has gradually formed a certain scale. But actually the popularization of transgenic technology has been set with difficulties,which frustrated scientists of this field and additionally failed to convince the public. It~ s an extremely urgent task to popularize transgenic technology. Based on data attained from questionnaires and interviews,this paper analyzed the obstacles and causes for the popularization of transgenic technology in terms of social environment and communication elements from the perspective of risk communication. It further proposed to strengthen the public reliability of biotechnology and products, establish specialized communication platform, provide objective and easy-understood information, exercise interactive advantages and concerted efforts of new media, communicate with the public equally and put emphasis on public feedback.
Keywords:transgenic   biotechnology and products   risk communication   communication obstacles
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