自媒体在食品行业危机管理中的传播策略

自媒体作为一种新型媒体，打破了传统媒体的垄断局面，更多公众可以参与事件的监控与言论的发表。食品是人类的安身之本，然而仅2013年上半年就爆发多件食品危机事件，引发消费者对食品行业的信任危机。自媒体的应用是一把双刃剑，本文研究了自媒体的特征和传播机制，分析了食品行业危机的特点，然后结合施拉姆的传播过程提出了自媒体的传播策略，认为在自媒体时代，食品行业的危机管理应从传播主体、传播信息内容、信息反馈、传播媒体以及传播的原则五方面加强管理。

Research on Communication Strategy of We - media in the Food Industry Crisis Management

We - media as a new medium of communication break the monopoly of the traditional media, more public can participate in the monitoring of more events and expression of remarks. Food is a human shelter, but many food crisis has outbreak only in the first half of 2013, and caused the consumer trust crisis for the food industry. Application of We - media is a double - edged sword, this paper studies the characteristics and propagation mechanism of We - media, analyzes the characteristics of the food industry crisis, and then proposes we - media communication strategy combining Schramm＇s communication process, and thinks that the crisis management of food industry should strengthen from five aspects of communication subject, communication information content, information feedback, communication media and communication principle.