Research On Health Rumors Based On Online Social Platforms

People's demand for health knowledge and expectation of obtaining health information are rising,it has become normal to use the Internet to find health information,the popularity of the Internet and the constant innovation of social media enabled ordinary individuals to acquire the unprecedented right of content creation and communication,this phenomenon made health rumors become an obstacle to health communication.Theoretical analysis of the current situation and generation of health rumors on social network platforms,the author think that the change of social environment is the macro background of health rumors;the changes of content and distribution model in the development of social media provides fertile soil for the emergence of health rumors,which changes from the traditional simplification to the current diversification;The information subject's "agenda setting" ability and the function of gatekeeper are constantly weakened,interacting with the "spiral of silence" mechanism,which makes the health rumors are unscrupulous production and dissemination;the attitude,cognition and emotional factors originally held by individuals also add fuel to the fire in the process of generation and spread of health rumors.Select the three social platforms most used by users,take health rumors as the object of study to analyzes,review the development process of health communication and provided the theoretical basis for this paper;based on the analysis of the samples and conclude the characteristics of health rumors such as the topic selection match the audience's psychology,state authority,use risk words and "spring breeze blows again",etc.Understand social platform users facing health rumors' basic conditions and motivation of spreading rumors by survey data analysis,which concluded that current users' judgment on health rumors was not very strong,their individualism tendency of "Good for everyone" and belief in "experts" prompted them to spread health rumors;meanwhile,insufficient knowledge reserve of the audience,the lack of feedback mechanism of platform and the weak professional voice also led to the health rumors repeated appearance and spread.According to the above discussion,it is proposed that netizens' scientific and health literacy should be strengthened in the process of governance on social platforms,intensify the sense of responsibility of the media and implement relevant legal systems,effectively deal with health rumors and build a good media ecological environment and healthy social circle.