The Governance Research Of Online Rumor In Public Health Emergencies

With the rapid development of new media,rumors of public health emergencies have become increasingly prominent,and effective governance of them has become even more important.Based on Public Relations,combining the knowledge of Public Administration,Journalism,Political Science,etc.,and comprehensively using the literature research method,case study method,and content analysis method,this article takes the governance of H7N9 online rumors as an example and analyzes the contents of 200 H7N9 online rumor reports in order to dig into the characteristics and propagation patterns of the H7N9 rumors and summarize the governance practices of the Chinese government on the H7N9 rumors.Then further analyzes the status of rumors governance in public health emergencies in China and proposes optimized ideas.The full-text content is divided into four parts:The first chapter,based on the conceptual definition of online rumors and public health emergencies,analyzes the formation conditions and formation process of public health emergencies online rumors and puts forward the governance idea and process of public health emergencies rumor grounded on the theories of risk society,crisis process management and governance.The second chapter analyzes the case of H7N9 rumors governance in detail.Based on the summary of the H7N9 influenza virus infection situation and the development trend in recent years,this chapter analyzes the generation process,transmission rules,content characteristics and negative impacts of H7N9 online rumor,then summarize the governance practices of the H7N9 rumors from three aspects of "preventive governance","responsive governance" and "complex governance".The third chapter,based on the governance idea and process and combined with other real-life cases,has summarized the long-term beneficial exploration of the government’s governance of public health emergencies rumor and found that there are some problems,such as the law of online rumors governance has not yet been perfected,prevention and early warnings are still insufficient,blindly blocking cyber rumors,emphasizing punishments,failing to integrate social forces,etc.The research finds that there are four main reasons for the above problems,including the structural contradiction of risk society,the inertia of traditional concepts to deal with rumors,the inadequacy of the credibility of certain grass-roots governments,and the inability of the government to govern online rumor.The fourth chapter,aiming at the above problems and reasons,puts forward the governance ideas of government regulation,industry self-discipline,media guidance,and public conscious based on governance theory,governance idea and process of public health emergencies online rumors.This article advocates that government leads online rumor governance and introduces social forces such as industry,media,and the public to gather consensus and jointly exert power to realize multi-coordinated governance of public health emergencies online rumors,which will purify cyberspace and create a favorable public opinion environment for handling public health emergencies.