The Study of Risk Communication Mechanism of Monsanto Company
|School||Huazhong Agricultural University|
|Keywords||Monsanto Company Risk Communication Risk Society Communication Mechanism|
In the background of risk society with flood modern risks, this paper is focusing on qualitative research method combined with the literature method, interview method, content analysis and case analysis and other research methods based on the theory of communication and sociology.The paper take Monsanto Company as an example to analyze the related content of Monsanto’s risk communication mechanism,expound main function exercise as well as the existing problems and induces the risk communication mechanism of desirable and deficiency on the basis of circumstantiation of necessity of Monsanto develop risk communication by analyze the communication environment Monsanto has to face.In order to provide realistic reference to establishment of GM technology risk communication mechanism in China. The main content of this study are as follows:Firstly, Monsanto’s communication environment and the necessity of it carry out risk communication. This part describes Monsanto’s overall communication environment through the elaboration of the risk levels Monsanto Company face to, thus prove and emphasizes the necessity of Monsanto carry out the risk communication.Secondly, the analysis of Monsanto’s risk communication mechanism. In the first place, analyze Monsanto’s risk communication elements one by one under the framework of "5w" model in combination with the practical situation of Monsanto company. Then expounds how Monsanto configure these elements and take strategies in the process of risk communication, this part tries to fully show the company real risk communication strategies by discuss in case analysis as the main method. Combined with Monsanto risk communication elements and strategies, sum up out of the company’s operation risk communication mechanism, and points out it’s preponderance and existing deficiencies.Finally, the enlightenment of Monsanto’s risk communication mechanism for construction of China’s gm technology risk communication mechanism. Expound the basic content that an effective scientific gm risk communication mechanism requires to, and induces the principles need to follow of the mechanism establishment. By means of integrate the success and insufficient of Monsanto’s risk communication mechanism operation process and the practical situation of transgenic technology promotion in China.