The Causes,Spread Features Of Internet Rumours And Strategies

Rumors are circulating in the field of public opinion, without official confirmation or has been denial by the official. It can be used as an alternative "news" to explain important and ambiguous situations, a "barometer" of the public mood to provide an "export" for it, meanwhile it’s a production of collective negotiation which projected a people’s "voice". But once the rumors being exploited by certain people with ulterior motives, its harmfulness should not be ignored. There are reports show that up until December 2014, the scale of China’s Internet users reached 649 million. Internet penetration rate reached 47.9%. Netizens life comprehensive "network". On February 27,2014, President xi jinping suggested "without network security, there is no national security" and set the height of the networkl security under the national security and instruced:"In order to keep the cyberspace clean and positive, we must grasp the opportunity,extent,efficiency of the public opinion on the internet."It shows that the National Network Information Office focusing on Internet issues and deepening the level of governance from the netizens’ self-discipline’seven bottom line’(August 2013) to the regulation of instant communication tools of public information services’" wechat ten "(August 2014) and then to the Internet user account name"account ten". At the same time, the establishment of regional multi-agent cross-media joint rumours refution platform will bring a new impetus to purify the local network enviroment, such as the joint rumor refution platform in beijing area. In this new internet environment, how to define the internet rumours? What are the characteristics of its contents? What’s the change of its transmission mechanism? These are the key points to be discussed in this study.By comparing the network rumors and oral rumors I think that the technical characteristics of the network communication such as macross, real-time interactive and timely feedback make the network rumors are different from traditional rumors. On the basis, I think that the internet rumours are the kind of rumours, In order to deal with the uncertain situation which needed to known,the groups unfold discussion and examinaton synchronously with variety electronic terminal equipment, through the internet communication environment surported by internet technology. Its main feature is reception or denial a romour being almost synchrounously happened.Through quantitative research based on the 375 rumours samples which have been refuted by @ Weibo rumour refutation from Nov.2010 to Jan.2015,I will divide the internet rumours into five catogories depending on its different themes, that is Social supervision、Social events、Gossip、Anecdotes and Helping. Meanwhile I will grasp the different types of rumors’ origin and characteristics from a macro perspective via the expression way of "typical case+comments".I will set "the popular three principles "which is put forwarded by Malcolm Gladwell in his book "tipping point" as a theoretical basis for analyzing network rumour spreading process in population. Think that the network rumors generated, spread and demise in the group. The spreading of the rumor is influenced by it’s own adhesion, individual character and the power of the network environment. The spread of network rumors in the group is carried out by 3 overlapping processes:From the process of network groups to follow individual characters, the network rumors to the primary transmission; Conformity process effect information flow as waterfall letting more and more people participate in the discussion simultaneously the spreading process may cause the phenomenon of group polarization; When anticonformity questioned and actively verified the rumour or individual characters who become positive rumour refuter the rumor dying away.In the course of dealing with cyber rumor, our country initially formed a government guidance, media-driven, Internet users participate’s rumors response mode.With the establishment of Regional union of cross-media platform in rumor refuting meanwhile the improving mechanism of weibo rumour refuting, the management of network rumour is paying off.