修辞学视角下的食品安全风险交流 ——以方舟子崔永元转基因之争为例

范敏

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国际新闻界 ›› 2016, Vol. 38 ›› Issue (6) : 97-109.
传播学研究

修辞学视角下的食品安全风险交流 ——以方舟子崔永元转基因之争为例

  • 范敏,北京工商大学艺术与传媒学院新闻系副教授。电子邮箱:fannymin2011@qq.com。本文为北京市教委2015年度社科计划重点项目“北京市突发公共事件中的主流媒体运用与舆论引导策略研究”(项目编号SZ201510011006),以及北京工商大学科研基地建设— 科技创新平台—新媒体环境下食品安全信息传播中的新闻报道与舆论监督研究(项目编号 PXM2015_014213_000038)的阶段性成果。
作者信息 +

Food Safety Risk Communication from the Rhetoric Perspective: Taking the Example of the Debates between Fang Zhouzi and Cui Yongyuanon Genetically Modifed Food

  • Fan Min is the associate professor at Journalism Department of Art and Media School of Beijing Technology and Business University. Email: fannymin2011@qq.com. This article is a phased objective of the Social Science Funds for Key Projects from Beijing Municipal Education Commission in 2015, titled with “The mainstream media use and public opinion guiding strategy in the public emergency of Beijing”. (Project Number: SZ201510011006)
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摘要

食品安全风险交流关注度高、专业性强、各方利益诉求驳杂,有其特殊的语境,在这个语境中“说话”必须选择适切的语体才能有助于达成有效防控风险的效果。方舟子、崔永元围绕转基因问题展开的食品安全风险交流在身份定位、说服论证、话轮交替、语用风格诸方面采取的修辞策略迥异。作为一名科普者,方舟子在逻辑推理的科学性和语言表达的条理性方面表现优异,却没有在民调中赢得支持,修辞层面的原因在于没有充分认识语体与语境适配的重要性,其失误源于以下三个方面的误判:1、把交流对象预设成科学圈内人而非公众;2、把交流目的变成压倒辩手而非与公众沟通;3、把交流等同于推理论证而忽视了德性、善意,以及对公众情绪的感知。

Abstract

Food safety risk communication has its special context in which every speaker should choose proper language style so as to manage the possible risk of misunderstanding. Fang Zhouzi and Cui Yongyuan took a different rhetoric strategy during their debates on genetically modifed food in the following aspects: identity positioning, persuasion, turn-taking control, pragmatic style. Fang Zhouzi did much better in the logic reasoning and logical expression than Cui Yongyuan but surprisingly he failed in the opinion polls. The failure lies in his ignorance of the suitability of language style and the context. In detail, he made three mistakes: 1. messed up the communication object of the public with the scientifc insider; 2. pursued wrong communication purpose for overwhelming the opponent rather than communicating with the public; 3. simply equaled the communication as reasoning argument thus ignoring the virtue, goodwill and perception of the public mood.

关键词

食品安全风险交流 / 修辞学 / 方舟子 / 崔永元

Key words

food safety risk communication / Rhetoric / Fang Zhouzi / Cui Yongyuan

引用本文

导出引用
范敏. 修辞学视角下的食品安全风险交流 ——以方舟子崔永元转基因之争为例. 国际新闻界. 2016, 38(6): 97-109
Fan Min. Food Safety Risk Communication from the Rhetoric Perspective: Taking the Example of the Debates between Fang Zhouzi and Cui Yongyuanon Genetically Modifed Food. Chinese Journal of Journalism & Communication. 2016, 38(6): 97-109

参考文献

基金

本文为北京市教委2015年度社科计划重点项目“北京市突发公共事件中的主流媒体运用与舆论引导策略研究”(项目编号SZ201510011006),以及北京工商大学科研基地建设—科技创新平台—新媒体环境下食品安全信息传播中的新闻报道与舆论监督研究(项目编号PXM2015_014213_000038)的阶段性成果。

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