从“毒奶粉事件”看风险传播中媒体的舆论引导功能

以＂毒奶粉事件＂为例对风险传播中媒体的舆论引导功能进行了分析。分析认为,媒体不仅在风险告知、危机化解过程中扮演着重要角色,同时也是对公众进行风险教育的重要平台,它既是激发舆论的导火索,同时也是有效疏导舆论、推动问题解决的重要力量。基于此,在此强调,媒体在风险传播过程中应当保持自觉的风险反思意识,方能更为积极有效地建构危机事件中相对和谐的舆论环境。

Guidance of Public Opinions by Mass Media in Risk Communication: A Case Study of "Unhealthy Milk Powder Event"

An analysis is made on the guidance of public opinions by mass media in risk communication based on a case study of the notorious ＂Unhealthy Milk Powder Event＂.It reveals that mass media not only play an important part in announcing risks and resolving a crisis,but they are also an important channel to educate the people about risks.They can be both a trigger of public opinions and an important force to guide them.Therefore,it is necessary for mass media to keep alert and reflect on risks; otherwise the formation of a harmonious environment of public opinions will be a castle in the air.