Research On The Formation Mechanism And Ruling Of Network Rumor

With the number of netizens is increasing year by year in China, the technologies of internet also continue to develop, more information,timeliness and interactive become the prominent advantages of the internet,which far exceeds the traditional media. All statements show "diffusion fission type" in the network platform.According to the recent news reports, diversity of rumors are affecting the more population,and do harm to the personal and department widely and seriously. The internet has gradually become the place of rumors outbreaking.Research on the internet rumors, foreign scholars adopts the method of positivism, research from the perspective of sociology, psychology, history, statistical and achieved remarkable results, which has laied a theoretical foundation for the effective governance of internet rumors. But in our country, scholars usually adopts the method of humanism, referring to the relevant theories of western scholars, according to China’s national conditions, from the specific rumor event as the breakthrough point, to study the network rumors spread mode, social factors, countermeasures. In the environment of internet, the rumors tend to chain type, tree, radial, whirlpool type duplexcommunication model, which spread rapidly in large range and result in the public mental turmoil, internet rumors are not conducive to economic development and social harmony and stability. From the internet rumors events,especially “Qin Huohuo rumors case" as the representative example, the rumors include different contents and show the characteristics of variety,and along with the development of self media technology, internet rumors spread more faster and wider. Not only to discredit reputation caused by individuals and organizations, but also for the harmonious and stable social hidden trouble. Not the negative effect of Internet rumors caused to society, internet rumor have become the public opinion direction mark, and become an important factor of causing the social risk.Therefore,research on generation mechanism and countermeasures of Internet rumors, which has significant meaning of theoretical and practical.This paper takes the "Qin Huohuo rumor case" for example, analyses the developing process of the case,communication mode,negative effect on the society.Then select the typical rumors events :“CRH Accident”,“China Red Cross Society Crisis”,“Southern Weekend Incident” as the research contents,reveals the generation mechanism of internet rumors from multidimensional subjects such as Sociology, Psychology and Communication, Economics. Base on the effectively experience of governing internet rumors in developed countries,and due to the existing problems in China recently, by using the theory of synergetics,we propose that we should construct a scientific system to govern internet rumors,which includes:taking government as the leading innovation in information environment and governance capability, intensifying the role of press gatekeeper and grasping public opinion, improving the moral and media literacy of netizens, perfecting of internet legal system and strengthening the power of executing law and strengthening the ability of law enforcement. In order to govern internet rumors effectively,we should not ignore the organic linkage of the four aspects above.