Research On The Influencing Factors Of The Spreading Effect Of Rumor-refuting Information In Social Network

With the rapid development of Internet technology and the rapid application of mobile terminals,social networks have gradually become an important way for people to exchange and share information.Due to the interactive nature of openness,virtuality,and anonymity,social networking platforms have become fertile ground for the generation,dissemination,diffusion,and mutation of rumors,making it more difficult to dispel rumors.How to effectively dispel rumors has become a new problem facing the current government and industry organizations.At present,scholars have not yet reached a consensus on the concept of dispelling rumor information and the effect of dissemination of rumor information;some scholars have sorted out the possible effects of rumor refuting by observing social network platforms,but have not used objective data to verify;some scholars have established indicators and used objective data To measure the dissemination effect of rumor-refuting information,but only limited to a certain type of rumor-refuting information,the measurement index only focuses on the rumor-refuting information itself,ignoring the influence of users and time on the dissemination of rumor-refuting information.Therefore,it is necessary to strengthen the empirical research for the research on the dissemination effect of rumor-refuting information to clarify which factors affect the dissemination effect of rumor-refuting information.The three-element theory of popularity summarizes the rules of the popularity of things.It explains how things quickly become popular under the guidance of individual characters,attracted by the information itself,and under the influence of the surrounding environment,and the anti-rumor information in social networks Dissemination can be understood as the popularity of information.This article first summarizes the current research results on rumor refutation through reading,and combines the mature communication theory to define the relevant concepts of rumor refutation information;secondly,constructs the theoretical framework of the dissemination effect of rumor refutation information on the basis of the popular three-element theory and proposes hypotheses.The collected data is subjected to multiple regression analysis to clarify the factors that affect the dissemination effect of rumor-refuting information,and based on the analysis results,strategies to enhance the dissemination effect of rumor-refuting information are proposed.This research mainly adopts content analysis method,social network analysis method and multiple regression analysis method to study the factors that affect the dissemination effect of rumor-refuting information in social networks.It is divided into four parts.First,the theoretical research part.First,on the basis of in-depth analysis of the research and development background,discover the deficiencies of the current research,and then lead to the research questions of this article;explain the significance of this research in theory and practice;put forward the research ideas of this article,and explain the use of this article The main research methods;summarizes the main content and main innovations of this article.Secondly,it summarizes the current research status of anti-rumor information at home and abroad,analyzes the concept and characteristics of the anti-rumor information,and then elaborates and defines the concept of the dissemination effect of the rumor-repelled information,and how to measure the dissemination effect of the rumor-refuting information;outlines the theoretical basis of this article一Popular three-element theory.Second,build a theoretical framework.This part draws on relevant research results and,supported by the popular three-element theory,constructs a theoretical framework of factors affecting the spread of rumor information from the three dimensions of individual characters,content adhesion,and external environment,and conducts research hypotheses,as follows Laid a foundation for theoretical and empirical research.Third,an empirical study on the influencing factors of the dissemination effect of rumor information.This part selects the Sina Weibo platform as the research object,and designs a web crawler program to capture the anti-rumor information published by different anti-rumor entities in the same rumor in the social network,and finally captures 264 anti-rumor information.Use the SnowNLP package in python to perform sentiment analysis on the anti-rumor microblog,convert the comment relationship of the anti-rumor microblog into a binary matrix,import it into the social network analysis software Gephi for group factor analysis,and finally incorporate all indicators into the multiple regression model for analysis,And discuss the results.The main conclusions drawn in this article are as follows:(1)In the dimension of individual characters,the number of fans significantly positively affects the number of comments and reposts of rumor-refuting information.(2)In the dimension of content adhesion,the neutral emotion contained in the text,the method of dispelling rumors of "direct rebuttal+statement of truth" and "direct refutation+truth statement",the originality of the dispelling information,the length of the text,and the publishing method of "text+picture"Significantly positively affect the number of comments and reposts of the rumor-refuting information;the number of comments containing the@symbol in the anti-rumor information significantly positively affects the number of reposts;the number of comments that have a significant positive impact on the anti-rumor information containing links(3)Among the time factors in the external environment dimension,leisure time has a significant impact on the number of comments and reposts relative to sleep time;in the group factor,the group’s contact strength,namely the network size and network density,significantly positively affects the dispelling of rumors.The number of comments and the number of reposts;the average path length significantly negatively affects the number of comments and the number of reposts of rumor-refuting information.Fourth,research on strategies to improve the dissemination effect of rumor-refuting information in social networks.Based on the results of empirical research,suggestions are made:individual characters have the initiative to release information and play a guiding role;truth statement,concise content,and a combination of multiple release forms;timely and effective release,strengthen public contact,and form a socialized and coordinated rumor rejection system.