辟谣何以失灵?——一个信息传播效果视角的解释框架
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摘要
[目的/意义]旨在从信息传播效果视角提出辟谣失灵的解释框架,以回应当前对于辟谣失灵形成机理的系统性理论解释的不足。[方法/过程]通过食品安全网络谣言多案例的归纳,初步构建辟谣失灵的概念。在信息传播效果二维矩阵分析基础上,根据触发原因将辟谣失灵划分为功能性失灵与技术性失灵,从"信息回避"和"信息迟滞"两种基本表征来阐释其治理差异。[结果/结论]通过两种信息传播要素的对比分析发现,辟谣失灵的根本原因在于谣言信息的传播力大于辟谣信息的传播力。囿于受众信息选择性所具有的价值属性短期难以改变,因此,如何在新媒体时代有效运用技术手段提高辟谣信息传播效率,实现"信息追赶"是今后我国网络谣言监管与治理的关键问题。
[Purpose/Significance]Based on the perspective of information dissemination effect, this paper puts forward an interpretation framework for rumors-refuting failure, in order to make up for the current lack of systematic theoretical explanations for the formation mechanism of rumors-refuting failure.[Method/Process]Through the induction of multiple cases of rumors concerning food safety online, this paper aims to construct the concept of " Rumor-refuting failure ". On the basis of two-dimensional matrix analysis of information dissemination effect, the rumor-refuting failure could be divided into functional failure and technical failure according to triggering reasons. The governance differences are explained from two basic representations of "information evasion" and "information retardation".[Result/Conclusion]Based on the comparative analysis of the transmission elements of rumor information and rumor-refuting information, this paper reveals that the fundamental reason for the failure of rumor refutation is that the power of rumor propagation is greater than that of rumor refusal. It is difficult to change the value attributes of the public information selectivity in the short term. Therefore, the key issue is how to effectively use technical means to improve the dissemination efficiency of anti-rumor information in the new media era and achieve "information catch-up" for the future supervision and governance of network rumors in China.
[Purpose/Significance]Based on the perspective of information dissemination effect, this paper puts forward an interpretation framework for rumors-refuting failure, in order to make up for the current lack of systematic theoretical explanations for the formation mechanism of rumors-refuting failure.[Method/Process]Through the induction of multiple cases of rumors concerning food safety online, this paper aims to construct the concept of " Rumor-refuting failure ". On the basis of two-dimensional matrix analysis of information dissemination effect, the rumor-refuting failure could be divided into functional failure and technical failure according to triggering reasons. The governance differences are explained from two basic representations of "information evasion" and "information retardation".[Result/Conclusion]Based on the comparative analysis of the transmission elements of rumor information and rumor-refuting information, this paper reveals that the fundamental reason for the failure of rumor refutation is that the power of rumor propagation is greater than that of rumor refusal. It is difficult to change the value attributes of the public information selectivity in the short term. Therefore, the key issue is how to effectively use technical means to improve the dissemination efficiency of anti-rumor information in the new media era and achieve "information catch-up" for the future supervision and governance of network rumors in China.
引文
[1] 中国互联网络信息中心.第42次中国互联网络发展状况统计报告[R],2018年6月.
[2] 王颖吉,王华萍.社会公信系统在谣言防治中的作用分析[J].当代传播,2014(1):97-99,106.
[3] 刘力锐,马辉.网络问责中的谣言、辟谣与政府信任[J].浙江学刊,2017(4):118-125.
[4] 洪银屏,荆燕.新时期公众对地震谣言的认知状况分析[J].灾害学,2013(3):170-175,209.
[5] 孟鸿,何燕芝.受众心理分析视角的网络谣言治理[J].重庆社会科学,2012(10):56-61.
[6] Sohn,Dongyoung.Disentangling the effects of social network density on electronic word-of-mouth (eWOM) intention[J].Journal of Computer-Mediated Communication,2009 (2):352-367.
[7] 吴闻莺,李累.谣言引发微博围观的影响因素——基于3个案例的比较研究[J].西南民族大学学报(人文社会科学版) ,2013(8):157-161.
[8] 陈娟,刘燕平,邓胜利.政务微博辟谣信息传播效果的影响因素研究[J].情报科学,2018(1):91-95,117.
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[11] 郝胤舟.网络突发事件的信息传播特征——基于“1S,3W”模式的分析[J].商洛学院学报,2017,31(5):81-86.
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[14] 赵来军,赵筱莉,王佳佳,等.谣言传播规律与突发事件应对策略研究[M].北京:科学出版社,2016.
[15] 张鹏威,刘红丽,张澄东,等.基于内容主体和涉及领域的微博文本特征对信息传播效果的差异分析[J].情报探索,2016(10):5-11.
[16] 人民网舆情监测室,人民网新媒体智库.2016网络谣言传播以及成年人认知情况研究报告[R],2016-07-29.
[17] 王敏,覃军.网络社会政府危机信息传播管理的困境与对策[J].当代世界与社会主义,2012(1):127-132.
[18] 刘延海.网络谣言诱致社会风险的演化过程及影响因素——基于扎根理论的研究[J].情报杂志,2014 (8):155-160,195.
[19] 赖胜强.网络谣言对受众再传播行为的影响机理研究[J].情报杂志,2015(5):153-156.
[20] 潘祥辉.对自媒体革命的媒介社会学解读[J].当代传播,2011(6):25-27,30.
[21] 郭小安,薛鹏宇.微信朋友圈会让我们更相信谣言吗?——试论微信谣言的三个传播特征[J].电子政务,2015(2):33-38.
[22] 凯斯·R·桑斯坦.谣言[M].张楠迪扬译,北京:中信出版社,2010.
[23] 段鹏.传播学基础:历史、框架与外延[M].北京:中国传媒大学出版社,2013.
[24] 北京地区网站联合辟谣平台,腾讯较真平台.谣言易感人群分析报告[R],2017年4月.
[25] Qiang,Guo,et al.Opinion spreading with mobility on scale-free networks[J].Chinese Physics Letters,2008 (2):773.
[26] 古斯塔夫·勒庞.乌合之众——群体心理研究[M].冯克利译,北京:中央编译出版社,2005.
[27] 李彬.大众传播学[M].北京:清华大学出版社,2009.
[2] 王颖吉,王华萍.社会公信系统在谣言防治中的作用分析[J].当代传播,2014(1):97-99,106.
[3] 刘力锐,马辉.网络问责中的谣言、辟谣与政府信任[J].浙江学刊,2017(4):118-125.
[4] 洪银屏,荆燕.新时期公众对地震谣言的认知状况分析[J].灾害学,2013(3):170-175,209.
[5] 孟鸿,何燕芝.受众心理分析视角的网络谣言治理[J].重庆社会科学,2012(10):56-61.
[6] Sohn,Dongyoung.Disentangling the effects of social network density on electronic word-of-mouth (eWOM) intention[J].Journal of Computer-Mediated Communication,2009 (2):352-367.
[7] 吴闻莺,李累.谣言引发微博围观的影响因素——基于3个案例的比较研究[J].西南民族大学学报(人文社会科学版) ,2013(8):157-161.
[8] 陈娟,刘燕平,邓胜利.政务微博辟谣信息传播效果的影响因素研究[J].情报科学,2018(1):91-95,117.
[9] Eisenhardt,Kathleen M.Building theories from case study research[J].Academy of Management Review,1989(4):532-550.
[10] 约翰·费斯克.关键概念:传播与文化研究词典(第2版)[M].李彬译,北京:新华出版社,2004.
[11] 郝胤舟.网络突发事件的信息传播特征——基于“1S,3W”模式的分析[J].商洛学院学报,2017,31(5):81-86.
[12] Parker E B.Implications of new information technology[J].Public Opinion Quarterly,1973(37).
[13] 詹宁斯·布莱恩特,苏珊·汤普森.媒介效果基础理论[M].北京:北京大学出版社,2007.
[14] 赵来军,赵筱莉,王佳佳,等.谣言传播规律与突发事件应对策略研究[M].北京:科学出版社,2016.
[15] 张鹏威,刘红丽,张澄东,等.基于内容主体和涉及领域的微博文本特征对信息传播效果的差异分析[J].情报探索,2016(10):5-11.
[16] 人民网舆情监测室,人民网新媒体智库.2016网络谣言传播以及成年人认知情况研究报告[R],2016-07-29.
[17] 王敏,覃军.网络社会政府危机信息传播管理的困境与对策[J].当代世界与社会主义,2012(1):127-132.
[18] 刘延海.网络谣言诱致社会风险的演化过程及影响因素——基于扎根理论的研究[J].情报杂志,2014 (8):155-160,195.
[19] 赖胜强.网络谣言对受众再传播行为的影响机理研究[J].情报杂志,2015(5):153-156.
[20] 潘祥辉.对自媒体革命的媒介社会学解读[J].当代传播,2011(6):25-27,30.
[21] 郭小安,薛鹏宇.微信朋友圈会让我们更相信谣言吗?——试论微信谣言的三个传播特征[J].电子政务,2015(2):33-38.
[22] 凯斯·R·桑斯坦.谣言[M].张楠迪扬译,北京:中信出版社,2010.
[23] 段鹏.传播学基础:历史、框架与外延[M].北京:中国传媒大学出版社,2013.
[24] 北京地区网站联合辟谣平台,腾讯较真平台.谣言易感人群分析报告[R],2017年4月.
[25] Qiang,Guo,et al.Opinion spreading with mobility on scale-free networks[J].Chinese Physics Letters,2008 (2):773.
[26] 古斯塔夫·勒庞.乌合之众——群体心理研究[M].冯克利译,北京:中央编译出版社,2005.
[27] 李彬.大众传播学[M].北京:清华大学出版社,2009.
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