Research On The Emotional Driving Mechanism Of Scientific Rumor Spreading On The Internet

With the rapid development of Internet and information technology,Internet users gradually rely on various channels to obtain information,which provides strong support for the breeding and dissemination of rumors.In the Internet,due to the flood of information as well as the stimulation of emotional and moral factors,netizens participate in it one after another.The interweaving of various appeals makes the information sources diverse,and a kind of rumors based on science and technology are spread and popularized on the Internet.Scientific rumors refer to a kind of information with science and technology as the theme,with scientific theory and knowledge,generated in the background of scientific events and used science as a gimmick,which is unverified but widely spread and eventually has a social impact.Scientific rumors have a strong spreading power and are extremely misleading to the public.Emotional factors are indispensable in the spreading of scientific rumors,and scientific rationality and emotional irrationality are opposed and interactive to a certain extent.This study takes scientific rumors that appears on the Internet as the research object,using case analysis,literature research and questionnaire survey,sums up the characteristics and current situation of scientific rumors,and bases on the related theories of emotion sociology,this thesis analyzes the internal motivation and external diffusion mechanism of the spreading process of Internet scientific rumors from the perspective of emotion,and explores how the public emotion is shaped and influenced in this process,and the emotional turning mechanism of scientific rumor network transmission and the emotional logic of action.The research is mainly carried out from five aspects.Firstly,the current situation of the online spread of scientific rumors is sorted out,and the most representative scientific rumors selected by "Nutshell Technology" in the recent ten years are selected to find the uniqueness of scientific rumors in terms of disciplinary background,discourse characteristics and sentence structure.In the four stages of dissemination,due to the different importance of different roles of netizens,social media and official science agencies in different stages,the development of scientific rumors varies significantly in each stage.Scientific rumors originate from widely disseminated science information."Civic scientists" and "science knowledge web celebrity" spread content through social media,and the public often give full trust to "experts' opinions".However,such "scientism" is contrary to the scientific spirit.The research finds that "science" is regarded by the public as an irreplaceable existence,rumors appear more professional under the "shield" of "science",the public's inner insecurity and death anxiety are triggered,and the defense line of trust is broken,all of which become the internal motivation of scientific rumors propagation.In the post-truth era,truth lateness accelerates the individual anxiety of "unknown" and "fear",and this emotional infection in the acquaintance community further drives the spread of scientific rumors.In general,to curb scientific rumors,social governance and disciplinary measures should be put on the agenda,and social media should self-regulate and correct themselves.General science opinion leaders enhance their professionalism and credibility.The most important thing is that Internet users should awaken their rational thinking and distinguish the truth when spreading scientific rumors.