Research On The Health Rumors Within The Background Of Social Media

In recent years,individual's demand for health information is in rapid growth,and employing the Internet to obtain health information is apt to be the norm.The emerging social media attract increasingly more customers,and more and more professional media and professional organizations choose to publish and disseminate health information on social media.As for social media,one of the major obstacles to disseminating health information is health rumor which not only misleads the public but is likely to endanger normal social public order.Consequently,it is definitely worthy of deeply investigating into health rumors in social media and putting forward solving thoughts.From the Fukushima nuclear leaks in 2011 and “salt panic” in some cities;to the case where human beings were infected with H7N9 Bird Flu in 2013 and “becoming pale at the mention of chicken”;and then to “denial of vaccine” in 2016 which pushed security issue of vaccine for children onto the cusp.Health rumors in social media are not uncommon,most scholars attributed the phenomenon to the Internet rumors,but the lack of systematic study of health rumors in social media.Based on this,the article studies the mechanisms and mechanisms of health rumors systematically from the perspective of social media,for enriching the content of healthy rumors.The main idea of the article is "to ask questions,analyze problems and solve problems." This paper firstly clarify the concept of health rumors,social media,and summarizes the typical mode of health rumors spreading in social media,analyzed the features of health rumors spreading.Furthermore,this paper will deeply investigate the causes of health rumors from the perspective of communication,and the causes includes the favorable environment which is provided by social media for health rumors;the voice of professionals is not outstanding in social media,weakening the effect of refuting rumors;personal psychology and comprehensive qualities of audiences and other factors contribute to the momentum of health rumors;the lack of professional knowledge makes audiences unable to discern the false information from the genuine ones.The author ends the paper with coming up with suggestions of controlling and governing health rumors from the perspectives of spreaders,channels and audiences.Firstly,regularizing the behaviors of spreaders needs to start from media management and laws;secondly,improving the the quality of audiences is an effective way to produce immunity resisting health rumors;thirdly,the self-purification mechanism of social media can be employed to speed up falling of health rumors;fourthly,it is necessary to further strengthen the propagation force of professionals' voice and to enhance the influence of authorities or professional organizations.Under the development of Chinese society and improvement of people's living standard,health issues will be paid more and more attention to,and providing favorable social environment for healthy communication,reducing obstacles to communication and improving the effect of communication are the eternal issues of health communication.