In modern society, people live in a world surrounded by the media, andthe media has become our way of lives; there is a close relationship between public health crisis and human health and life, and mass media present us with a series of vivid and specific pictures of the public health risk.

Through the R&D model constructing,we analysis the characteristic of contract under specific investment and risk sharing,and follow the result that the simple contract can induces efficient investment,and mitigates no efficiency from contract incompleteness.

Therefore, returning to the consumption’s cultural construction on the basis of public risks is in favor of rectifying the conception of excessive consumption and promotin.

Unseen factors or conditions may consequentially affect the society with many latent or practical contradictions and conflicts,characterized by the frequent outbreak of various uncertain public risks.

It will develop into social public crisis if public risk can not be resolved effectively.