| Rumors are the oldest media.From ancient times to today,there are no shortage of rumors in the history of the popular era and related historical events.With the development of new media driven by the Internet age,there has been a tremendous change in the mode of content production and dissemination of information.Under the Internet age,the remarks are more open and free,the fragmentation and massification of information and the low threshold make everyone can become the source of rumor information,all of which have created the space and conditions for the convenience and spread of online rumors.The change of media and the interaction of various factors in society have led to more normalization of the spread of rumors in life.The popular social media platforms represented by Weibo and WeChat are popular due to the large number of netizens and the multiple network relationships Rumor spread massively.What followed was ruthless incitement and destructive power.In addition to having a negative impact on people's production and life,it also had a huge impact on the social media environment and from the media ecology as well as the mainstream values of society.Therefore,analyzing the characteristics and mechanism of the spread of rumors and discussing how to deal with and resist rumors in an effective manner have become common problems to be solved by individuals and social groups.Since 2014,the widespread use of WeChat has made it the main gathering place for various rumors.Because of its own platform with the"acquaintance circle" features,for personal life and health caused by the proliferation of rumors of health.Therefore,this article selects the "Ten Health Rumors" summarized by People's Daily Online from April to April 2017 as the research sample to analyze the content,nature,features and modes of transmission of health rumors to explore the law of the spread of health rumors,At the same time put forward one aspect of health rumors and other WeChat rumors:for health rumors "spring breeze again",showing the characteristics of a seasonal cycle.When discussing the communication mechanism under the background of health rumor generation,this article refers to the background that has been generally accepted by scholars from all walks of life and divides the environment into two parts:the social mechanism and the psychological mechanism.The social mechanism is divided into two parts:"as a rumor of resistance" and "spread of rumors in a risk society." At the same time,rumors are mentioned as a kind of collective behavior,and the necessary elements that emerge are the unexpected events that trigger the imbalance of public opinion.According to the specific psychological level of the audience to analyze and study health rumors.There are three parts,which respectively discuss WeChat's circle of friends under the exchange of strong relationships;the effect of first cause and the effect of face-to-face on the audience's spread of rumors in the circle of friends.Finally,in the close exchange of information in the circle of friends,this article explains the formula of Alport's rumor propagation and proposes a new formula of healthy rumor in WeChat circle of friends in view of the causes and characteristics of the spread of health.This article also explores the purifying mechanism of health rumors in WeChat according to the path and characteristics of the spread of health rumors.Referring to the principle of sea water purification,we discuss the purification process of health rumors from subjective channels and objective channels respectively.Put forward the influencing factors in the process of self-purifying health rumors,and summed up the responsibility and obligation of external factors for rumor dissemination from the legislative,administrative and social media themselves.Therefore,it can be seen that the spread of health rumors in WeChat circle of friends will be rectified and managed.However,the road ahead is still long.There are still many ways for us to think and study. |
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