商务传媒学院知识库

  2020年新年伊始，新冠病毒肆虐，与之相伴的各类网络谣言频发，公众急需获取信息的真假。在新冠肺炎疫情引起网络谣言爆发的背景下，社交媒体和自媒体受众的广泛性提升了网络谣言的传播速度，拓宽了网络谣言的传播范围，增加了网络谣言生成的多平台性、传播的多途径性以及引导的复杂难控性。研究社交媒体中谣言的传播情况，既可以发现社交媒体中谣言的传播规律，又可以指明网络谣言治理存在的问题，从而为疫苗类网络谣言的治理提供参考。

  本文以社交媒体中新冠疫苗谣言作为研究对象，运用信息流瀑理论作为理论基础，采用Nvivo11.0软件对谣言文本进行编码并展开内容分析，采取问卷调查法对社交媒体中新冠疫苗谣言的传播效果进行分析。通过内容分析研究发现，谣言内容的类别分布与社会公众的关联性呈正相关，谣言内容与社会公众联系越紧密，此类谣言的数量越多。以“危害性”为主题的谣言仍是社交媒体中新冠疫苗谣言的主体。通过问卷调查研究发现，新冠疫苗谣言在社交媒体中传播效果更广，接种前传播力更强，与人身利益相关的谣言传播力更大，且谣言确能降低社会公众的接种意愿。在对社交媒体中新冠疫苗谣言治理存在的问题进行归结，发现在社交媒体谣言治理中存在整体预防不足，精准辟谣不力，制度落实不佳的问题。针对上述问题，本文从三方面提出应对策略，分别是做好专业知识普及和提升受众媒体素养，构建多元谣言预防机制；推进信息管理机构转变角色和社交媒体发挥运营优势，构建融合辟谣机制；建立社交媒体信用体系和完善谣言惩戒法律制度，构建社交媒体谣言奖惩机制，最终在各主体的互融互促中，共同构建综合、系统、科学、有效的治理体系。

  As the New Year begins in 2020, the Coronavirus pandemic, accompanied by a number of online rumors, has left the public urgently needs to know the reliability of the information. In the context of the online rumors caused by COVID-19, the pervasiveness of audience of social media and "we media" has increased the propagation speed of online rumors, broadened the propagation scope, and improved the multi-platform generation, multi-channel propagation and complexity of guidance. The study on the spread of rumors in social media can not only discover the spread rule of rumors in social media, but also point out the existing problems in rumor governance, thus providing reference for the governance of vaccine online rumors.

  Taking the theory of information cascade as its theoretical basis, the thesis takes the rumors of COVID-19 vaccine on social media as the research object and uses the software Nvivo11.0 to encode the rumor text and conduct analysis. The thesis adopts the questionnaire method to analyze the spreading effect of the rumors of COVID-19 vaccine on social media. Through content analysis, it is found that the distribution of rumor category is positively correlated with social public relevance. The more closely the rumor content connects with the public, the more rumors there are. Rumors themed with "harm" continue to dominate in the rumors of COVID-19 vaccine on social media. Through the questionnaire method, it was found that the spread effect of COVID-19 vaccine rumors on social media was more extensive, and the spread power was stronger before vaccination, and rumors related to personal interests were more powerful, and rumors could indeed reduce the public's willingness to be vaccinated. After summarizing the problems existing in the rumor management of COVID-19 vaccine on social media, it is found that there are problems such as overall insufficient prevention, ineffectively accurate rumor refuting and poor implementation of the institution in rumor management on social media. In view of the above problems, this thesis puts forward countermeasures from three aspects: popularize professional knowledge, improve audience's media literacy, and build a diversified rumor prevention mechanism; promote the transformation of the role of information management agencies, promote the operational advantages of social media, and build a fusion rumor refuting mechanism; establish social media credit system, improve legal system of rumor punishment, construct social media rumor reward and punishment mechanism, and finally build a comprehensive, systematic, scientific and effective governance system in the process of mutual integration and promotion of all subjects.