The Spread And Management Strategy Of Health Rumors In WeChat

As a hot social software in China,wechat not only brings convenience to people,but also gives rumors a certain living space.Health concerns everyone's life safety and is the focus of public attention.Nowadays,the health field has become a disaster area of wechat rumors.Because of the difficulty of managing such rumors,it not only affects the daily life of the public,but also affects the stability and harmony of the society.Therefore,how to effectively reduce the frequency of health rumors in wechat is particularly urgent and important.This study uses content analysis,qualitative comparative analysis,in-depth interview,case study to demonstrate and analyze the spread and governance of health rumors in wechat,and discusses from the following five parts.The first chapter will analyze the rumors of WeChat's official rumor official account "rumor filter" every year(2016-2018),"ten circles of health circles of friends circle".The health rumors in WeChat are divided into five types: food safety rumors,medical safety rumors,environmental hygiene rumors,product hazard rumors,and health life rumors.At the same time,through content analysis,it is found that the health rumors in wechat have the characteristics of high reliability of the source,simple title and panic words,less specific groups involved in the content,the main form of communication is graphics and text,and the way of persuasion tends to appeal to rationality.The second chapter analyzes the reasons for the spread of healthy rumor in wechat,and concludes that the spread of such rumor is related to its hidden interests,while the "false important" and "false true" of rumor itself promote the spread of rumor.At the same time,wechat provides a communication environment for rumors due to its strong relationship,semi closed,weak check and other characteristics,and the audience has also expanded the spread range of rumors invisibly.The third chapter discusses the spread process of healthy rumor in wechat,explores three types of spread of healthy rumor in wechat,namely interpersonal communication,group communication and mass communication,and selects the typical "crawfish garbage classification" rumor in 2019 as a case study,and uses Qingbo big data to study the whole life cycle of the rumor,including incubation period,outbreak period,recession period and recurrence period Line analysis.The fourth chapter selects 10 healthy rumors from wechat through intention sampling.According to the previous research experience and personal understanding,we design explanatory variables(information source,persuasion method,communication form,people involved,established beliefs)and outcome variables(high-intensity communication of healthy rumors in wechat)and construct truth table.Software was used to analyze the relationship between explanatory variables and outcome variables.The results show that persuasion is the necessary condition to influence the high popularity of rumors,and the multi variables lead to the high popularity of rumors.The fifth chapter is inspired by the theory of Robert heath 4R.On the basis of the above research,the governance strategies of healthy rumors in wechat are divided according to the time dimension,from three perspectives: the prevention before rumors spread,the response when rumors break out,and the repair after rumors subside.It puts forward targeted governance strategies for such rumors in order to accumulate the governance of rumors Polar action.In a word,although the healthy rumors in wechat can not be eradicated,we should try our best to reduce the frequency of such rumors in wechat and reduce their influence and destructive power.This paper discusses the spread and governance strategies of healthy rumors in wechat,hoping to be helpful for the governance of such rumors.