舌尖上的斡旋：探讨社交媒体环境中食品安全风险沟通的有效策略

食品安全的重要性不言而喻。然而，公众对食品安全现状的不满，既包含食品安全的客观问题，也涉及到公众在认知与行为上的非理性问题。在社交媒体时代，食品安全事件频发，信任危机迅速扩大，心理偏差与环境因素交织，共同作用于公众的认知与情绪等心理状态，为食品安全领域的风险沟通带来了全新的挑战。社交媒体已经让现今的风险沟通模式发生了根本性的改变，我国现有的沟通模式，无论在理论框架还是实践策略上都迫切需要创新性的重塑。本课题正是回应这一重大的现实需求，重新审视公众的认知与情绪特征在社交媒体中的特殊性，并采用心理学的理论与方法，探讨符合公众心理规律的食品安全风险沟通策略。本课题基于对公众“稀缺认知模式”的理解，创新性地提出“语境相似性”的思路，采用“共同关注”与“意见领袖”在线切入的干预策略，以提升风险沟通的有效性。最终拟建立符合公众理性特征的食品安全风险沟通干预策略的完整体系，并形成系统的理论与应用成果。

The importance of food safety is self-evident. Currently, the public is holding dissatisfactory attitudes toward food safety issues. It is not only due to the objective reasons, but also related to the public's irrational cognition and behavior regarding food safety. The era of social media has brought whole new challenges to risk communication in the field of food safety. Food safety incidents occurred frequently. The crisis of trust is rapidly expanding. Psychological biases are interwoven with environmental factors. All are brought together to affect the public’s psychological states such as cognition and emotion. Social media has made the current risk communication model bear a fundamental change. China’s existing communication model is urgently striving for innovative reshaping in both theoretical framework and practical strategies. For this significant practical demand, this project re-examines the particularity of the public’s cognitive and emotional features in the context of social media. By adopting psychological theories and methods, we aim to explore appropriate risk communication strategies in line with the public’s psychological characteristics. Based on the known public cognitive features from the "scarcity cognition mode", we innovatively propose the idea of "contextual similarity", together with two online intervention strategies: "common concern" and "opinion leader" to improve the effectiveness of risk communication. Eventually, this project is expected to establish a complete system of intervention strategies for food safety risk communication in line with public rationality, and systematically develop theories and practical applications.