微信时代风险信息的传播与感知——以山东“问题”疫苗事件为例

目前,以手机终端为依托的微信传播技术不仅给社会传播方式带来了前所未有的改变,而且给社会风险信息的传播获取以及公众对风险的感知与判断,甚至政府的风险决策与治理方式都带来了巨大的挑战.鉴于此,选取了比较典型的案例——山东“问题”疫苗事件作为探讨对象,结合相应的统计资料,深入分析了在此案例中微信传播呈现出的显著特征,即传播内容庞杂未见明显的“沉默螺旋”的显现,传播态度多元化但偏于激动,传播迅速集中但议题缺乏持续的关注.研究认为,正由于这样的传播特征加之疫苗风险本身的特征与个体的偏颇性解读,使公众对“问题”疫苗事件产生了强烈的风险感知,并在一定程度上造成了疫苗的污名化结果.因此建议微信时代一定要警惕媒介化的风险,风险沟通要在同理心的基础上进行,要引导公众对风险议题进行持续理性的关注等.

The Communication and Perception of the Risk Information in the Era of WeChat: A Case Study of "Problematic Vaccine"Scandal in Shandong Province

At present, WeChat communication technology based on mobile phone terminal has not only brought unprecedented change to social communication, but also posed enormous challenges to the communication and acquisition of social risk information and the public perception and judgment of risks information, even to the government risk decision and governance. In this paper, a typical Shandong vaccine incident was selected as subject of analysis. Given the relevant statistics, the notable feature of WeChat communication was probed, that is, there is complicated content without conspicuous spiral of silence; the attitudes are diverse and tend to be exciting; there is rapid and concentrated transmission but the issue lacks continuous concern. The article points out that the very characteristics of communication, together with characteristics of vaccine risk and individual biased interpretation make the public produce strong risk perception to the vaccine incident and stigmatize the vaccine to a certain extent. Therefore it is suggested that mediatization risks should be watched out in the WeChat era and risk communication should be based on empathy and continuous and rational concern should be directed to public risk issues.