The Propagation And Control Of The Micro-blog Food Safety Rumors

Micro-blog food safety rumors are these Micro-blog original or often reproduced,unconfirmed food safety rumors,which produced and spreaded by Micro-blog micro-blog account(user or organization),the content contains the pathogenic information on the food,and easily lead to mass panic mood,and trigger a lot of forwarding.Based on statistical analysis of the food safety rumors showed by ‘Rumor mill' on Sina Micro-blog between 2014 and 2016.And dissect the recurring typical example-rumor of cray,we found that Micro-blog food safety rumors have there different characteristics: firstly,has a certain degree of professionalism on content and easier to confuse the public;secondly,give first place to image-text in form;thirdly,has the features of seasonal and repeatability in the period.When the rumors spread on Microblog,these rumors emerge and grow by users' constant follow and these'constinuous increase caused by multi level communication,boom by food safety emergency and the relationship between users,decrease by media and government microblog's deny as well as internet's self-purification.However,with these rumors' distortions and users' discussion,these will come back soon.Although to a certain extent,the wantonly spread rumors have a positive impact,they have more negative effects.Not only because of the interference of information communication order and weaken government and media microblog's credibility,hindering the effective dissemination of food safety information,but also because the damage to food enterprises' image and make them suffer economic losses,hindering the development of food enterprises.What's the worst is that the spread of negative emotions destroyed people's confidence in food safety and increased social instability,contributing to panic.So we can take two steps to control,on the one hand,audience should not believe or pass rumors and food enterprises should prevent,the audience should enhance their identify ability and media literacy,food enterprises should strengthen the management and grasp the discourse initiative.On the other hand,micro-blog and the government should actively jion in,media and government micro-blog as well as public character should be involved,and the government should improve the legal system and strengthen the legal system of food safety.