基于风险社会放大框架的大众媒介研究
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摘要
风险是现代世界的核心，也是努力探索世界的社会科学的重要课题。科技等技术创新迅速提升了人们的生活水平，也使风险的隐患离我们更近。从汶川地震到福岛核泄漏，从禽流感到转基因食品等，这些突如其来的灾难和问题对人们的日常生活造成了各种风险和不确定性，使我们深刻感受到风险无处不在。
风险在日常生活中通常是以大众传媒、个人经验、生活阅历等为依据建构起来的。在媒介化社会的背景下，大众传媒成为风险制造模式中的一个部分，成为风险意识的核心，也是解释人的风险反应的核心。
本研究始于这样一个令人困惑的问题：为什么大量风险和风险事件会引发强烈的公众关注，并对社会和经济产生重大影响？而在专业的风险分析中，这些风险和风险事件也许被政府和专家评估出相对较小的风险值。例如，一些风险概率极低的危险，如疯牛病，在英国却被放大到引起了极大的政治关注。相反，像吸烟这样潜在危害很大的风险，却并没有引起媒体的高度关注。
与此同时，在媒介的风险传播实践中，我们会发现许多由于媒介不适当报道而加剧甚至引发新风险的案例。在国内，2012年7月发生甬温动车事故，媒体的报道经历了从“救援主题”到“诘难主题”，从“真相调查”到“情绪宣泄”的变化过程。事后反思，媒体的过度“监督”给当时的风险管控带来了巨大的压力，导致政府部门信誉严重受损，高铁建设严重受挫，也引发中国铁路行业一次史无前例的风险。在风险传播中，大众媒介的角色定位是什么？其如何呈现现代风险？路径和造成的后果是什么？这些问题都值得我们进行深入研究。
本研究依据的风险的社会放大框架是试图解释大众媒介中风险形成的理论模型。“风险放大”指的就是一个风险事件的最终影响超过了它的初始效应。在这个放大的框架中，大众媒介参与了各种不同的文化建构，它作为关键的符号制造机构对风险进行了不同层面的建构，并在此基础上放大了风险。
本论文着力于大众媒介在风险放大框架中的定位、表现、传播风险的进程以及传播后果的研究。但是并不是仅仅停留在对这一建构路径的梳理和描述，而是将研究归宿指向如何走出风险放大的藩篱，重塑大众媒介在风险场域中的传播实践。研究落脚点可以集中在三个方面：
一方面对大众媒介放大风险进行全面的伦理和文化的反思，认识到媒介化风险不仅是一个风险的实在论，还是一个风险的建构论。拨开风险放大的迷雾，对媒体在风险传播中的角色进行批判性反思。
第二方面是从媒体在现代民主社会中应该承担的责任出发，围绕风险管理、问责、公正、行动等角度履行其应该具有的职责，全面建立风险传播中的媒介信任机制。该机制分别以“称职”为维度，（也就是传播者具备的专业能力和他们传播某一特定主题领域的能力达到的程度）和以“诚实”为维度，（即以传播者在传播信息过程中对事实的忠诚度为评价指标）。具体而言，媒体在风险报道中应该提供完整、可靠、独立的信息；组织开放性论坛表达并讨论公共焦虑和担忧的风险议题；对相关利益群体和政府权力中心的表现进行监督，对风险进行追责。
第三方面，将媒体置于风险的多向沟通环境。以社会放大为基础的沟通模型将风险传播看作是信息的单向传递。然而任何风险事件所产生的新闻报道和信号都是通过现行沟通网络中各种各样的组织结构进行的。媒体的活动只是一系列行动的亚领域。因此本研究借助布尔迪厄的场域理论，拟建构出风险传播的场域模型。将风险管理者、风险项目方、科学界、公众以及媒体等设立为风险传播的参与者，他们之间为建立在风险场域中主导与从属的关系而展开竞争。每一方角色为保持或改善其地位而持续努力，这也是维持风险场域生态的核心动力。其中公众将被视为地位竞争的积极参与者，而不仅仅是社会放大模型中的被动接受者或旁观者。该场域模型是将风险研究从关注某一特定风险事件，扩展到对风险传播中系统性决定因素的考量。风险传播的本质即是包括大众媒介在内的参与各方在风险分配、评估、决策上协商众议的结果。
Risk is not only the core of the modern world, but also an important subject tryingto investigate the social science of the world. Technical innovation such as science andtechnology not only has rapidly improved the people’s living standard, but also makespotential risks to be closer to us. The sudden disasters and problems from Wenchuanearthquake to Fukushima nuclear leak and from bird flu to genetically modified foodsetc. have brought various risks and uncertainties to people's daily life, allowing us todeeply feel that risks are everywhere.
Risks are usually established in our daily life based on the mass media, personalexperience and life experience etc. Under the mediated social background, the massmedia become a part of the risk manufacturing model, become the core of riskawareness, and are also the core of explaining the human risk response.
This study begins with such a perplexing question: Why a lot of risks and riskevents will lead to strong public concern and have significant influence on the societyand economy? In professional risk analysis, these risks and risk events may beevaluated by the government and expert as smaller risk values. For example, somehazards with extremely low probability of risks, such as mad cow disease, areamplified in the UK to cause extremely significant political concerns. In contrast, therisks with great potential hazards like smoking do not attract great attention of themedia.
At the same time, in the risk transmission practice of the media, we will findmany cases that inappropriate media reports aggravate or even cause new risks. InChina, media coverage of the Yongwen bullet train accident in July2012hasexperienced the process of changing from "rescue theme" to "censure theme", andfrom "truth investigation" to "catharsis". According to the reflection after the events,excessive "supervision" of the media has brought huge pressure to the risk control at that time, thereby seriously damaging the government reputation, seriously frustratingthe high-speed rail construction, and giving rise to unprecedented risks in China'srailway industry. In the risk transmission, what is the role positioning of mass media?How does it present the modern risks? What is the path and consequences? All thesequestions are worthy of our in-depth study.
The social amplification of risk framework used in this study is an attempt toexplain the theoretical model of risk formation in mass media."Risk amplification"means that the eventual impact of a risk event is more than its initial effect. In theamplified framework, mass media are involved in the construction of various cultures,have established risks at different levels as key symbol manufacturing facilities, andhave amplified risks on this basis.
This paper focuses on the researches of the positioning, performance, risktransmission process and transmission consequences of mass media in the risktransmission. But this paper not only rests on the combing and description of thisconstruction path, but also points the research incidence at how to walk out of the riskamplification hedge, and rebuilds the transmission practice of mass media in risk field.The research footholds can be focused on three aspects:
Firstly, through comprehensive ethical and cultural reflection of the mass mediaamplification risks, the mediated risk is realized to be not only a risk realism, but also arisk constructivism. The role of media in risk transmission is critically reflected bypushing aside the mystery around risk amplification.
Secondly, media fulfill their due responsibility from their due responsibility in themodern democratic society and around risk management, accountability, fairness andaction etc., and comprehensively establish the medium trust mechanism in risktransmission respectively from the perspective of "competence"(i.e., professionalability of the transmitters and the degree of their ability to transmit a certain subjectfield) and "honesty"(i.e., with the transmitters’ loyalty degree of the facts in theinformation dissemination process as the evaluation index). Specifically, media should provide complete, reliable and independent information in the risk report; open forumis held to express and discuss public anxiety and worrying risk subjects; supervise theperformance of relevant interest groups and government power center and distinguishthe risk accountability.
Thirdly, put the media in the multidirectional communication environment ofrisks. The communication model based on social amplification regards risktransmission as a one-way transmission of information. However, the news report andsignal produced by any risk event are carried out through various organizationstructures in the existing communication network. Media activities are just the subfieldof a series of actions. Therefore, this research is intended to build the field model ofrisk transmission with the aid of the Bourdieu's field theory. Risk managers, relevantparties in the risk project, scientific circle, the public and media etc. are set up as theparticipants in risk transmission. They compete with each other in order to establish therelationship of dominant and subordinate in the risk field. Each party makes persistentefforts to maintain or improve its position, which is also the core power to maintain theecology in the risk field. Where, the public will be regarded as the active participantsof status competition, instead of only passive recipients or bystanders in the socialamplification model. This field model is the consideration of expanding risk researchesfrom focus on a certain specific risk event to systemic determinants in risktransmission. In essence, risk transmission is the results of negotiation and publicdiscussion of all parties involved, including mass media, in risk distribution, evaluationand decision making.
风险在日常生活中通常是以大众传媒、个人经验、生活阅历等为依据建构起来的。在媒介化社会的背景下，大众传媒成为风险制造模式中的一个部分，成为风险意识的核心，也是解释人的风险反应的核心。
本研究始于这样一个令人困惑的问题：为什么大量风险和风险事件会引发强烈的公众关注，并对社会和经济产生重大影响？而在专业的风险分析中，这些风险和风险事件也许被政府和专家评估出相对较小的风险值。例如，一些风险概率极低的危险，如疯牛病，在英国却被放大到引起了极大的政治关注。相反，像吸烟这样潜在危害很大的风险，却并没有引起媒体的高度关注。
与此同时，在媒介的风险传播实践中，我们会发现许多由于媒介不适当报道而加剧甚至引发新风险的案例。在国内，2012年7月发生甬温动车事故，媒体的报道经历了从“救援主题”到“诘难主题”，从“真相调查”到“情绪宣泄”的变化过程。事后反思，媒体的过度“监督”给当时的风险管控带来了巨大的压力，导致政府部门信誉严重受损，高铁建设严重受挫，也引发中国铁路行业一次史无前例的风险。在风险传播中，大众媒介的角色定位是什么？其如何呈现现代风险？路径和造成的后果是什么？这些问题都值得我们进行深入研究。
本研究依据的风险的社会放大框架是试图解释大众媒介中风险形成的理论模型。“风险放大”指的就是一个风险事件的最终影响超过了它的初始效应。在这个放大的框架中，大众媒介参与了各种不同的文化建构，它作为关键的符号制造机构对风险进行了不同层面的建构，并在此基础上放大了风险。
本论文着力于大众媒介在风险放大框架中的定位、表现、传播风险的进程以及传播后果的研究。但是并不是仅仅停留在对这一建构路径的梳理和描述，而是将研究归宿指向如何走出风险放大的藩篱，重塑大众媒介在风险场域中的传播实践。研究落脚点可以集中在三个方面：
一方面对大众媒介放大风险进行全面的伦理和文化的反思，认识到媒介化风险不仅是一个风险的实在论，还是一个风险的建构论。拨开风险放大的迷雾，对媒体在风险传播中的角色进行批判性反思。
第二方面是从媒体在现代民主社会中应该承担的责任出发，围绕风险管理、问责、公正、行动等角度履行其应该具有的职责，全面建立风险传播中的媒介信任机制。该机制分别以“称职”为维度，（也就是传播者具备的专业能力和他们传播某一特定主题领域的能力达到的程度）和以“诚实”为维度，（即以传播者在传播信息过程中对事实的忠诚度为评价指标）。具体而言，媒体在风险报道中应该提供完整、可靠、独立的信息；组织开放性论坛表达并讨论公共焦虑和担忧的风险议题；对相关利益群体和政府权力中心的表现进行监督，对风险进行追责。
第三方面，将媒体置于风险的多向沟通环境。以社会放大为基础的沟通模型将风险传播看作是信息的单向传递。然而任何风险事件所产生的新闻报道和信号都是通过现行沟通网络中各种各样的组织结构进行的。媒体的活动只是一系列行动的亚领域。因此本研究借助布尔迪厄的场域理论，拟建构出风险传播的场域模型。将风险管理者、风险项目方、科学界、公众以及媒体等设立为风险传播的参与者，他们之间为建立在风险场域中主导与从属的关系而展开竞争。每一方角色为保持或改善其地位而持续努力，这也是维持风险场域生态的核心动力。其中公众将被视为地位竞争的积极参与者，而不仅仅是社会放大模型中的被动接受者或旁观者。该场域模型是将风险研究从关注某一特定风险事件，扩展到对风险传播中系统性决定因素的考量。风险传播的本质即是包括大众媒介在内的参与各方在风险分配、评估、决策上协商众议的结果。
Risk is not only the core of the modern world, but also an important subject tryingto investigate the social science of the world. Technical innovation such as science andtechnology not only has rapidly improved the people’s living standard, but also makespotential risks to be closer to us. The sudden disasters and problems from Wenchuanearthquake to Fukushima nuclear leak and from bird flu to genetically modified foodsetc. have brought various risks and uncertainties to people's daily life, allowing us todeeply feel that risks are everywhere.
Risks are usually established in our daily life based on the mass media, personalexperience and life experience etc. Under the mediated social background, the massmedia become a part of the risk manufacturing model, become the core of riskawareness, and are also the core of explaining the human risk response.
This study begins with such a perplexing question: Why a lot of risks and riskevents will lead to strong public concern and have significant influence on the societyand economy? In professional risk analysis, these risks and risk events may beevaluated by the government and expert as smaller risk values. For example, somehazards with extremely low probability of risks, such as mad cow disease, areamplified in the UK to cause extremely significant political concerns. In contrast, therisks with great potential hazards like smoking do not attract great attention of themedia.
At the same time, in the risk transmission practice of the media, we will findmany cases that inappropriate media reports aggravate or even cause new risks. InChina, media coverage of the Yongwen bullet train accident in July2012hasexperienced the process of changing from "rescue theme" to "censure theme", andfrom "truth investigation" to "catharsis". According to the reflection after the events,excessive "supervision" of the media has brought huge pressure to the risk control at that time, thereby seriously damaging the government reputation, seriously frustratingthe high-speed rail construction, and giving rise to unprecedented risks in China'srailway industry. In the risk transmission, what is the role positioning of mass media?How does it present the modern risks? What is the path and consequences? All thesequestions are worthy of our in-depth study.
The social amplification of risk framework used in this study is an attempt toexplain the theoretical model of risk formation in mass media."Risk amplification"means that the eventual impact of a risk event is more than its initial effect. In theamplified framework, mass media are involved in the construction of various cultures,have established risks at different levels as key symbol manufacturing facilities, andhave amplified risks on this basis.
This paper focuses on the researches of the positioning, performance, risktransmission process and transmission consequences of mass media in the risktransmission. But this paper not only rests on the combing and description of thisconstruction path, but also points the research incidence at how to walk out of the riskamplification hedge, and rebuilds the transmission practice of mass media in risk field.The research footholds can be focused on three aspects:
Firstly, through comprehensive ethical and cultural reflection of the mass mediaamplification risks, the mediated risk is realized to be not only a risk realism, but also arisk constructivism. The role of media in risk transmission is critically reflected bypushing aside the mystery around risk amplification.
Secondly, media fulfill their due responsibility from their due responsibility in themodern democratic society and around risk management, accountability, fairness andaction etc., and comprehensively establish the medium trust mechanism in risktransmission respectively from the perspective of "competence"(i.e., professionalability of the transmitters and the degree of their ability to transmit a certain subjectfield) and "honesty"(i.e., with the transmitters’ loyalty degree of the facts in theinformation dissemination process as the evaluation index). Specifically, media should provide complete, reliable and independent information in the risk report; open forumis held to express and discuss public anxiety and worrying risk subjects; supervise theperformance of relevant interest groups and government power center and distinguishthe risk accountability.
Thirdly, put the media in the multidirectional communication environment ofrisks. The communication model based on social amplification regards risktransmission as a one-way transmission of information. However, the news report andsignal produced by any risk event are carried out through various organizationstructures in the existing communication network. Media activities are just the subfieldof a series of actions. Therefore, this research is intended to build the field model ofrisk transmission with the aid of the Bourdieu's field theory. Risk managers, relevantparties in the risk project, scientific circle, the public and media etc. are set up as theparticipants in risk transmission. They compete with each other in order to establish therelationship of dominant and subordinate in the risk field. Each party makes persistentefforts to maintain or improve its position, which is also the core power to maintain theecology in the risk field. Where, the public will be regarded as the active participantsof status competition, instead of only passive recipients or bystanders in the socialamplification model. This field model is the consideration of expanding risk researchesfrom focus on a certain specific risk event to systemic determinants in risktransmission. In essence, risk transmission is the results of negotiation and publicdiscussion of all parties involved, including mass media, in risk distribution, evaluationand decision making.
引文
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