新媒体时代食品安全信息监管的挑战与机遇
Challenges and Opportunities of Food Safety Information Supervision in the New Media Era

在信息爆炸的时代，新媒体的传播速度呈现井喷式的指数型增长，这对人们的生活产生深远影响，在食品安全领域更是如此。一方面，趋利避害的本能使人对负面新闻更加敏感，在新媒体时代，多层次的网络传播模式使人们接触的信息急速增加，然而权威专业传播者的缺乏与未知全貌的信息受体往往会造成全社会的恐慌；更有甚者，一些人为了追求流量不择手段，捏造事实，甚至为了获得赔偿，以打假为名讹诈赔偿，为食品安全监管造成了极大的工作压力。另一方面，新媒体平台同样有利于对食品安全信息的监管规范、科普广泛与辟谣高效，通过加强信息审核制度避免虚假信息引起消费者恐慌；还可以通过大数据、云计算等创新监管手段，简化消费者举报流程，形成全社会共同参与的食品安全治理共建共治共享新格局。
In the era of information explosion, the dissemination speed of new media has shown an exponential growth, which has a profound impact on people’s lives, especially in the field of food safety. On the one hand, the instinct to seek benefits and avoid harm makes people more sensitive to negative news. In the era of new media, the multi-level network communication mode has led to a rapid increase in the amount of information people come into contact with. However, the lack of authoritative professional communicators and unknown information receptors often causes panic throughout society; Moreover, some people resort to any means necessary to pursue traffic, fabricate facts, and even extort compensation under the guise of anti-counterfeiting in order to obtain compensation, causing great work pressure for food safety supervision. On the other hand, new media platforms are also beneficial for regulating food safety information, promoting widespread science popularization, and efficiently debunking rumors. By strengthening the information review system, they can avoid consumer panic caused by false information; Innovative regulatory measures such as big data and cloud computing can also be used to simplify the consumer reporting process, forming a new pattern of food safety governance co-construction, co-governance and sharing with the participation of the whole society.