Research On Spread Of Food Safety Rumors Based On WeChat Platform

With the widespread use of We Chat,the field of food safety has become the epicenter of rumors.As the most concerned topic,food safety is closely related to the vital interests of everyone.In recent years,the spread of food safety rumors has caused a serious impact on the daily lives of WeChat users.Food safety rumors refer to food safety news or information that is widely spread among people's networks but is not based on facts This article mainly studies the reasons and characteristics of the spread of food safety rumors on WeChat platform,and proposes corresponding countermeasures for the management of the spread of food safety rumors.First of all,this article uses a questionnaire survey method and in-depth interview method,and finds that the widespread spread of food safety rumors on WeChat platform is related to the cognitive,behavioral and psychological motivation of WeChat users.Secondly,the chain,tree and radial transmission modes of rumors are analyzed,and the transmission of food safety rumors through the incubation and formation period-development and climax period-weakening and recession period-digestion and incubation period is analyzed through the case of H7N9 virus-related rumors four stages.Again,using text analysis and case analysis to analyze 43 rumor samples involving food safety information in the "Rumor Filter" and "Weekly Rumor" sections of the WeChat public account from August 2018 to March 2020.The characteristics of food safety rumors spreading: in terms of content,resorting to fearful language caused the audience's crisis awareness,professional terminology wiped out the audience's skepticism,credibility and credibility of the source of the word to enhance the credibility of the rumor;Rumors refurbished and reprocessed,exaggerated rumors on foreign information,and aside the effects of dose talks.Next,this article analyzes the impact of the spread of food safety rumors on the WeChat platform from both social functions and hazards.Finally,in light of the current governance dilemma in the spread of food safety rumors,several governance countermeasures were proposed: first,improve the user's media literacy and scientific and rational critical quality;second,use big data monitoring to strengthen public opinion information tracking and judgment;third,increase Dispel rumored public accounts to increase the influence of rumor-repellent platforms;Fourth,increase the intensity of information disclosure through the blockchain information dissemination mechanism;Fifth,play a leading role in the mainstream media's public opinion to prevent rumors from regenerating.