网络时代农产品质量安全事件风险放大机制研究——基于价值累加理论的扎根分析

随着互联网的飞速发展,农产品质量安全事件借助网络媒体持续关联与聚合、发酵与扩散,极大地影响着公众的情感和态度,易引发集体非理性恐慌,网络时代信息扩散和迭代呈现全新特征和趋势,故加强农产品质量安全事件风险放大机制研究具有重要意义。基于斯梅尔塞的价值累加理论,结合“土坑酸菜”事件,利用Python技术获取媒体原始资料,对资料进行扎根编码分析,构建农产品质量安全事件风险放大机制模型。根据编码结果识别出农产品质量安全事件风险放大六大主范畴,包括结构性诱因、结构性紧张、一般化信念、(有效的)组织动员、社会控制、风险放大,将主范畴内容纳入价值累加理论六大因素中,分析表明农产品质量安全事件风险放大是以突发事件为分界点,分为前期蓄势、中期造势、紧急处理三个阶段,前期蓄势和中期造势阶段通过多轮循环相互反馈影响,最终放大农产品质量安全事件风险。在整个风险扩散过程中,网络是农产品质量安全事件风险的“社会放大站”,其加速了信息传播,强化了公众风险感知。本研究运用价值累加理论、基于宏观和微观整合层面,细化探究了网络时代农产品质量安全事件风险放大的完整过程机制,进一步完善了风险放大SARF研究框架,为相关研究做了有益补充。

Research on the risk amplification mechanism of agricultural product quality and safety incidents in the network era: Grounded analysis based on value-added theory

With the rapid development of the Internet, agricultural product quality and safety incidents continue to be associated and aggregated, fermented and spread through online media, which greatly affects public sentiment and attitude, and is prone to trigger collective irrational panic. In the network era, information diffusion and iteration present new features and trends. It is of great significance to strengthen the research on the risk amplification mechanism of agricultural product quality and safety incidents. Based on Smelser’s value-added theory, combined with the “Earth pit pickled cabbage” incident, this paper uses Python to obtain the original media data, conducts grounded coding analysis on the data, and builds a risk amplification mechanism model for agricultural product quality and safety incidents. Based on the coding results, six main categories of risk amplification of agricultural product quality and safety incidents are identified: structural triggers, structural tension, generalized beliefs, (effective) organizational mobilization, social control, and risk amplification. The main categories are incorporated into the six factors of value-added theory, and the analysis shows that the risk amplification of incidents is based on the emergency as the demarcation point, which is divided into three stages: pre-accumulation, mid-buildup, and emergency treatment. The pre-accumulation and mid-buildup stages are mutually influenced through multiple rounds of feedbacks, ultimately amplifying the risk of agricultural product quality and safety incidents. In the whole risk diffusion process, the network is the “social amplification station” for agricultural product quality and safety incidents. The paper uses value-added theory to explore the complete process mechanism of risk amplification of agricultural quality and safety incidents in the network era based on macro and micro integration levels in detail, further improving the SARF research framework for risk amplification and providing a useful supplement for related research.