网络谣言的传播效果与社会阶层差异——以网络食品谣言为分析对象
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摘要
以网络食品谣言为分析对象,以问卷调查为数据采集方法,探讨个体的信谣程度和谣言风险感知对其个体情感、政治信任和社会治理支持等变量的影响,同时检验该影响是否受到社会阶层的调节作用。通过问卷调查(N=795)发现,网络食品谣言的接受程度可以显著正向影响个体对食品问题的恐慌情绪,但无法影响对食品治理机构的政治信任和食品问题治理的支持意愿。然而,个体对网络食品谣言严重性的感知降低了对食品问题治理机构的政治信任,同时增强了对食品问题的治理支持意愿。研究指出,谣言传播和认知扮演着个体情感和公共治理方面的双重"高压锅"角色。研究也讨论了网络谣言传播效果的社会阶层差异。社会经济地位越高的阶层更容易形成食品问题的"风险感"。该发现对理解谣言传播效应的社会阶层差异的形成机制具有重要意义。
This study focuses on on-line food-safety rumors.Data are collected through questionnaires.The present study aims to testify effects of individuals' rumor belief and rumor risk perception on individual emotion,political trust,and support on social governance,and whether the effects are related to social class.Using cross-sectional online survey(N=795),the present study finds that the belief on online rumor of food-safety positively relates to individual's fear of food problem.But it has no effect on individual's political trust on institutions governing food affairs or their support to the governance of food problems.However,the perception of the severity of online rumor is negatively associated with political trust of responsible institutions,on the other hand,it increases the support to the governance of food problems.Therefore,the present study concludes that online rumors and individuals' belief play role of "pressure cooker" in individuals' emotion and the public governance.In addition,moderation roles of socioeconomic status are testified,individuals with higher socioeconomic status are susceptible population to online food-safety rumors.This study has some important implications in understanding the mechanism of the effects of social class on the spreading of online rumors.
This study focuses on on-line food-safety rumors.Data are collected through questionnaires.The present study aims to testify effects of individuals' rumor belief and rumor risk perception on individual emotion,political trust,and support on social governance,and whether the effects are related to social class.Using cross-sectional online survey(N=795),the present study finds that the belief on online rumor of food-safety positively relates to individual's fear of food problem.But it has no effect on individual's political trust on institutions governing food affairs or their support to the governance of food problems.However,the perception of the severity of online rumor is negatively associated with political trust of responsible institutions,on the other hand,it increases the support to the governance of food problems.Therefore,the present study concludes that online rumors and individuals' belief play role of "pressure cooker" in individuals' emotion and the public governance.In addition,moderation roles of socioeconomic status are testified,individuals with higher socioeconomic status are susceptible population to online food-safety rumors.This study has some important implications in understanding the mechanism of the effects of social class on the spreading of online rumors.
引文
[1] G.W.Allport,L.Postman.An Analysis of Rumor.Public Opinion Quarterly,1946,10(4):501-517.
[2] 禹卫华.从手机谣言到恐慌行为:影响因素与社会控制——基于第三人效果框架的历时研究.新闻与传播研究.2011,6:57-64.
[3] K.H.Kwon,C.C.Bang,M.Egnoto,et al.Social Media Rumors as Improvised Public Opinion:Semantic Network Analyses of Twitter Discourses during Korean Saber Rattling 2013.Asian Journal of Communication,2016,26(3):201-222.
[4] L.Zhao,Q.Wang,J.Cheng,et al.Rumor Spreading Model with Consideration of Forgetting Mechanism:A Case of Online Blogging Live Journal.Physica A:Statistical Mechanics and its Applications,2011,390(13):2619-2625.
[5] D.J.Yang,W.T.Chung.The Communication Effects of Internet Rumor on College Students.International Journal of Organizational Innovation,2014,7(2):48-62.
[6] 王灿发,侯欣洁.重大突发事件中的谣言话语分析.新闻与传播研究,2012,5:34-38.
[7] 张蕾,郭晓桐.谣言,信任与群体性事件——基于谣“盐”和抢盐风波的调查研究.国际新闻界,2012,7:12-18.
[8] 吴新丽.食品类谣言占网络谣言比达45%.新华网,2018-07-27.[2019-06-19]http://www.xinhuanet.com/ food/2018-07/27/c_1123187568.htm.
[9] R.H.Knapp.A Psychology of Rumor.Public Opinion Quarterly,1944,8(1):22-37.
[10] 让-诺埃尔·卡普费雷.谣言:世界最古老的传媒.郑若麟译.上海:上海人民出版社,2008:15.
[11] 孙秀惠.初探网络谣言中“女性”符号运作:以东森电视台“网路追追追”为例.广告学研究,2005:1-29.
[12] A.Nadamoto,M.Miyabe,E.Aramaki.Analysis of Microblog Rumors and Correction Texts for Disaster Situations.Proceedings of International Conference on Information Integration and Web-based Applications & Services.ACM,2013:44.
[13] S.Tamotsu.Improvised News:A Sociological Study of Rumor.Bobbs-Merrill Company,Inc,Indianapolis,1966,177-178.
[14] M.E.Jaeger,S.Anthony,R.L.Rosnow.Who Hears What from Whom and with What Effect:A Study of Rumor.Personality and Social Psychology Bulletin,1980,6(3):473-478.
[15] P.Bordia,R.L.Rosnow.Rumor Rest Stops on the Information Highway Transmission Patterns in a Computer-Mediated Rumor Chain.Human Communication Research,1998,25(2):163-179.
[16] A.Y.K.Chua,C.Y.Tee,A.Pang,et al.The Retransmission of Rumor-Related Tweets:Characteristics of Source and Message.Proceedings of the 7th 2016 International Conference on Social Media & Society.ACM,2016:22.
[17] W.A.Peterson,N.P.Gist.Rumor and Public Opinion.American Journal of Sociology,1951,57(2):159-167.
[18] R.L.Rosnow.Rumor as Communication:A Contextualist Approach.Journal of Communication,1988,38(1):12-28.
[19] N.DiFonzo,P.Bordia.Corporate Rumor Activity,Belief and Accuracy.Public Relations Review,2002,28(1):1-19.
[20] R.L.Rosnow,J.H.Yost,J.L.Esposito.Belief in Rumor and Likelihood of Rumor Transmission.Language & Communication,1986,6(3):189-194.
[21] R.L.Rosnow.Inside Rumor:A Personal Journey.American Psychologist,1991,46:484-496.
[22] R.E.Kasperson,O.Renn,P.Slovic,et al.The Social Amplification of Risk:A Conceptual Framework.Risk Analysis,1988,8(2):177-187.
[23] K.Witte,M.Allen.A Meta-Analysis of Fear Appeals:Implications for Effective Public Health Campaigns.Health Education & Behavior,2000,27(5):591-615.
[24] G.A.Fine.Rumor,Trust and Civil Society:Collective Memory and Cultures of Judgment.Diogenes,2007,54(1):5-18.
[25] X.Zhao,A.A.Leiserowitz,E.W.Maibach,et al.Attention to Science/Environment News Positively Predicts and Attention to Political News Negatively Predicts Global Warming Risk Perceptions and Policy Support.Journal of Communication,2011,61(4):713-731.
[26] C.E.Goodall,M.D.Slater,T.A.Myers.Fear and Anger Responses to Local News Coverage of Alcohol-Related Crimes,Accidents,and Injuries:Explaining News Effects on Policy Support Using a Representative Sample of Messages and People.Journal of Communication,2013,63(2):373-392.
[27] R.K.Garrett.Troubling Consequences of Online Political Rumoring.Human Communication Research,2011,37(2):255-274.
[28] I.Yanovitzky.Effects of News Coverage on Policy Attention and Actions:A closer Look into the Media-Policy Connection.Communication Research,2002,29(4):422-451.
[29] Y.Mou,C.A.Lin.Communicating Food Safety via the Social Media:The Role of Knowledge and Emotions on Risk Perception and Prevention.Science Communication,2014,36(5):593-616.
[30] A.H.Miller.Political Issues and Trust in Government:1964-1970.American Political Science Review,1974,68(3):951-972.
[31] 张明新.参与型政治的崛起——中国网民政治心理和行为的实证考察.武汉:华中科技大学出版社,2015:141.
[32] O.O.Oyewo.Rumour:An Alternative Means of Communication in a Developing Nation:The Nigerian Example.International Journal of African & African-American Studies,2009,6(1):1-15.
[33] H.Huang.A War of(Mis)Information:The Political Effects of Rumors and Rumor Rebuttals in an Authoritarian Country.British Journal of Political Science,2017,47(2):283-311.
[34] N.Kwak.Revisiting the Knowledge Gap Hypothesis:Education,Motivation,and Media Use.Communication Research,1999,26(4):385-413.
[35] S.Vosoughi,D.Roy,S.Aral.The Spread of True and False News Online.Science,2018,359(6380):1146-1151.
[36] A.Portes.Social Capital:Its Origins and Applications in Modern Sociology.Annual Review of Sociology,1998,24(1):1-24.
[37] M.J.Metzger,A.J.Flanagin,L.Zwarun.College Student Web Use,Perceptions of Information Credibility,and Verification Behavior.Computers & Education,2003,41(3):271-290.
[38] A.D.Ritzhaupt,F.Liu,K.Dawson,et al.Differences in Student Information and Communication Technology Literacy Based on Socio-Economic Status,Ethnicity,and Gender:Evidence of a Digital Divide in Florida Schools.Journal of Research on Technology in Education,2013,45(4):291-307.
[39] 徐岩.客观社会经济地位、主观阶层认知与健康不平等.开放时代,2017,4:191-207.
[40] P.Sparks,R.Shepherd.Public Perceptions of the Potential Hazards Associated with Food Production and Food Consumption:an Empirical Study.Risk Analysis,1994,14(5):799-806.
[41] Y.Mou.Social Media and Risk Communication:The Role of Social Networking Sites in Food-Safety Communication.Univ.of Connecticut,2012.
[42] 张明新,刘伟.互联网的政治性使用与我国公众的政治信任——一项经验性研究.公共管理学报,2014,1:90-103.
[43] D.M.McLeod,W.P.Eveland,A.I.Nathanson.Support for Censorship of Violent and Misogynic Rap Lyrics:An Analysis of the Third-Person Effect.Communication Research,1997,24(2):153-174.
[44] A.F.Hayes.Introduction to Mediation,Moderation,and Conditional Process Analysis:A Regression Based Approach.New York,NY:The Guilford Press,2013.
[45] G.Gerbner,L.Gross,M.Morgan,et al.Growing Up with Television:Cultivation Processes.In Bryant,J.Zillmann,D.(eds.).Media Effects:Advances in Theory and Research,2002:43-67.
[46] J.Hassid.Safety Valve or Pressure Cooker?Blogs in Chinese Political Life.Journal of Communication,2012,62(2):212-230.
[47] Y.Hwang,S.H.Jeong.Revisiting the Knowledge Gap Hypothesis:A Meta-Analysis of Thirty-Five Years of Research.Journalism & Mass Communication Quarterly,2009,86(3):513-532.
[48] 乌尔里希·贝克.风险社会.何博闻译.南京:译林出版社,2004:36.
[49] S.Livingstone,E.Helsper.Gradations in Digital Inclusion:Children,Young People and the Digital Divide.New Media & Society,2007,26(9):671-696.
[50] J.Kahne J,N.J.Lee,J.T.Feezell.Digital Media Literacy Education and Online Civic and Political Participation.International Journal of Communication,2012,6:1-24.
[51] A.Ceron.Internet,News,and Political Trust:The Difference between Social Media and Online Media Outlets.Journal of Computer-Mediated Communication,2015,20(5):487-503.
[52] M.Sotirovic.Affective and Cognitive Processes as Mediators of Media Influences on Crime-Policy Preferences.Mass Communication & Society,2001,4(3),311-329.
(1)原因子由5个题项构成,包括:较多的关心;对下一代产生严重性后果;带来广泛的灾难后果;害怕程度;变得更加严重。放在谣言上,“对下一代产生严重后果”和“害怕程度”便不合适;因此,我们用剩下三个题项组成“对食品谣言的严重性感知”变量的测量题项,在本研究中为反向题项。
(2)需要注意的是,牟怡论文对食品安全恐慌情绪的测量由3个题项构成:食品安全问题让我感到恐惧(scared);食品安全问题让我感到恐慌(fearful);食品安全问题让我感到害怕(afraid)。然而,在中文语境中,恐惧、恐慌、害怕内涵存在相似之处;因此,本题测量把“scared”译为“触目惊心”同时,把“fearful”和“afraid”构造了单一题项“恐慌”。
(3)由于本研究为非随机抽样,描述性结果(百分比、均值、标准差)等不具备代表性,仅供参考。
[2] 禹卫华.从手机谣言到恐慌行为:影响因素与社会控制——基于第三人效果框架的历时研究.新闻与传播研究.2011,6:57-64.
[3] K.H.Kwon,C.C.Bang,M.Egnoto,et al.Social Media Rumors as Improvised Public Opinion:Semantic Network Analyses of Twitter Discourses during Korean Saber Rattling 2013.Asian Journal of Communication,2016,26(3):201-222.
[4] L.Zhao,Q.Wang,J.Cheng,et al.Rumor Spreading Model with Consideration of Forgetting Mechanism:A Case of Online Blogging Live Journal.Physica A:Statistical Mechanics and its Applications,2011,390(13):2619-2625.
[5] D.J.Yang,W.T.Chung.The Communication Effects of Internet Rumor on College Students.International Journal of Organizational Innovation,2014,7(2):48-62.
[6] 王灿发,侯欣洁.重大突发事件中的谣言话语分析.新闻与传播研究,2012,5:34-38.
[7] 张蕾,郭晓桐.谣言,信任与群体性事件——基于谣“盐”和抢盐风波的调查研究.国际新闻界,2012,7:12-18.
[8] 吴新丽.食品类谣言占网络谣言比达45%.新华网,2018-07-27.[2019-06-19]http://www.xinhuanet.com/ food/2018-07/27/c_1123187568.htm.
[9] R.H.Knapp.A Psychology of Rumor.Public Opinion Quarterly,1944,8(1):22-37.
[10] 让-诺埃尔·卡普费雷.谣言:世界最古老的传媒.郑若麟译.上海:上海人民出版社,2008:15.
[11] 孙秀惠.初探网络谣言中“女性”符号运作:以东森电视台“网路追追追”为例.广告学研究,2005:1-29.
[12] A.Nadamoto,M.Miyabe,E.Aramaki.Analysis of Microblog Rumors and Correction Texts for Disaster Situations.Proceedings of International Conference on Information Integration and Web-based Applications & Services.ACM,2013:44.
[13] S.Tamotsu.Improvised News:A Sociological Study of Rumor.Bobbs-Merrill Company,Inc,Indianapolis,1966,177-178.
[14] M.E.Jaeger,S.Anthony,R.L.Rosnow.Who Hears What from Whom and with What Effect:A Study of Rumor.Personality and Social Psychology Bulletin,1980,6(3):473-478.
[15] P.Bordia,R.L.Rosnow.Rumor Rest Stops on the Information Highway Transmission Patterns in a Computer-Mediated Rumor Chain.Human Communication Research,1998,25(2):163-179.
[16] A.Y.K.Chua,C.Y.Tee,A.Pang,et al.The Retransmission of Rumor-Related Tweets:Characteristics of Source and Message.Proceedings of the 7th 2016 International Conference on Social Media & Society.ACM,2016:22.
[17] W.A.Peterson,N.P.Gist.Rumor and Public Opinion.American Journal of Sociology,1951,57(2):159-167.
[18] R.L.Rosnow.Rumor as Communication:A Contextualist Approach.Journal of Communication,1988,38(1):12-28.
[19] N.DiFonzo,P.Bordia.Corporate Rumor Activity,Belief and Accuracy.Public Relations Review,2002,28(1):1-19.
[20] R.L.Rosnow,J.H.Yost,J.L.Esposito.Belief in Rumor and Likelihood of Rumor Transmission.Language & Communication,1986,6(3):189-194.
[21] R.L.Rosnow.Inside Rumor:A Personal Journey.American Psychologist,1991,46:484-496.
[22] R.E.Kasperson,O.Renn,P.Slovic,et al.The Social Amplification of Risk:A Conceptual Framework.Risk Analysis,1988,8(2):177-187.
[23] K.Witte,M.Allen.A Meta-Analysis of Fear Appeals:Implications for Effective Public Health Campaigns.Health Education & Behavior,2000,27(5):591-615.
[24] G.A.Fine.Rumor,Trust and Civil Society:Collective Memory and Cultures of Judgment.Diogenes,2007,54(1):5-18.
[25] X.Zhao,A.A.Leiserowitz,E.W.Maibach,et al.Attention to Science/Environment News Positively Predicts and Attention to Political News Negatively Predicts Global Warming Risk Perceptions and Policy Support.Journal of Communication,2011,61(4):713-731.
[26] C.E.Goodall,M.D.Slater,T.A.Myers.Fear and Anger Responses to Local News Coverage of Alcohol-Related Crimes,Accidents,and Injuries:Explaining News Effects on Policy Support Using a Representative Sample of Messages and People.Journal of Communication,2013,63(2):373-392.
[27] R.K.Garrett.Troubling Consequences of Online Political Rumoring.Human Communication Research,2011,37(2):255-274.
[28] I.Yanovitzky.Effects of News Coverage on Policy Attention and Actions:A closer Look into the Media-Policy Connection.Communication Research,2002,29(4):422-451.
[29] Y.Mou,C.A.Lin.Communicating Food Safety via the Social Media:The Role of Knowledge and Emotions on Risk Perception and Prevention.Science Communication,2014,36(5):593-616.
[30] A.H.Miller.Political Issues and Trust in Government:1964-1970.American Political Science Review,1974,68(3):951-972.
[31] 张明新.参与型政治的崛起——中国网民政治心理和行为的实证考察.武汉:华中科技大学出版社,2015:141.
[32] O.O.Oyewo.Rumour:An Alternative Means of Communication in a Developing Nation:The Nigerian Example.International Journal of African & African-American Studies,2009,6(1):1-15.
[33] H.Huang.A War of(Mis)Information:The Political Effects of Rumors and Rumor Rebuttals in an Authoritarian Country.British Journal of Political Science,2017,47(2):283-311.
[34] N.Kwak.Revisiting the Knowledge Gap Hypothesis:Education,Motivation,and Media Use.Communication Research,1999,26(4):385-413.
[35] S.Vosoughi,D.Roy,S.Aral.The Spread of True and False News Online.Science,2018,359(6380):1146-1151.
[36] A.Portes.Social Capital:Its Origins and Applications in Modern Sociology.Annual Review of Sociology,1998,24(1):1-24.
[37] M.J.Metzger,A.J.Flanagin,L.Zwarun.College Student Web Use,Perceptions of Information Credibility,and Verification Behavior.Computers & Education,2003,41(3):271-290.
[38] A.D.Ritzhaupt,F.Liu,K.Dawson,et al.Differences in Student Information and Communication Technology Literacy Based on Socio-Economic Status,Ethnicity,and Gender:Evidence of a Digital Divide in Florida Schools.Journal of Research on Technology in Education,2013,45(4):291-307.
[39] 徐岩.客观社会经济地位、主观阶层认知与健康不平等.开放时代,2017,4:191-207.
[40] P.Sparks,R.Shepherd.Public Perceptions of the Potential Hazards Associated with Food Production and Food Consumption:an Empirical Study.Risk Analysis,1994,14(5):799-806.
[41] Y.Mou.Social Media and Risk Communication:The Role of Social Networking Sites in Food-Safety Communication.Univ.of Connecticut,2012.
[42] 张明新,刘伟.互联网的政治性使用与我国公众的政治信任——一项经验性研究.公共管理学报,2014,1:90-103.
[43] D.M.McLeod,W.P.Eveland,A.I.Nathanson.Support for Censorship of Violent and Misogynic Rap Lyrics:An Analysis of the Third-Person Effect.Communication Research,1997,24(2):153-174.
[44] A.F.Hayes.Introduction to Mediation,Moderation,and Conditional Process Analysis:A Regression Based Approach.New York,NY:The Guilford Press,2013.
[45] G.Gerbner,L.Gross,M.Morgan,et al.Growing Up with Television:Cultivation Processes.In Bryant,J.Zillmann,D.(eds.).Media Effects:Advances in Theory and Research,2002:43-67.
[46] J.Hassid.Safety Valve or Pressure Cooker?Blogs in Chinese Political Life.Journal of Communication,2012,62(2):212-230.
[47] Y.Hwang,S.H.Jeong.Revisiting the Knowledge Gap Hypothesis:A Meta-Analysis of Thirty-Five Years of Research.Journalism & Mass Communication Quarterly,2009,86(3):513-532.
[48] 乌尔里希·贝克.风险社会.何博闻译.南京:译林出版社,2004:36.
[49] S.Livingstone,E.Helsper.Gradations in Digital Inclusion:Children,Young People and the Digital Divide.New Media & Society,2007,26(9):671-696.
[50] J.Kahne J,N.J.Lee,J.T.Feezell.Digital Media Literacy Education and Online Civic and Political Participation.International Journal of Communication,2012,6:1-24.
[51] A.Ceron.Internet,News,and Political Trust:The Difference between Social Media and Online Media Outlets.Journal of Computer-Mediated Communication,2015,20(5):487-503.
[52] M.Sotirovic.Affective and Cognitive Processes as Mediators of Media Influences on Crime-Policy Preferences.Mass Communication & Society,2001,4(3),311-329.
(1)原因子由5个题项构成,包括:较多的关心;对下一代产生严重性后果;带来广泛的灾难后果;害怕程度;变得更加严重。放在谣言上,“对下一代产生严重后果”和“害怕程度”便不合适;因此,我们用剩下三个题项组成“对食品谣言的严重性感知”变量的测量题项,在本研究中为反向题项。
(2)需要注意的是,牟怡论文对食品安全恐慌情绪的测量由3个题项构成:食品安全问题让我感到恐惧(scared);食品安全问题让我感到恐慌(fearful);食品安全问题让我感到害怕(afraid)。然而,在中文语境中,恐惧、恐慌、害怕内涵存在相似之处;因此,本题测量把“scared”译为“触目惊心”同时,把“fearful”和“afraid”构造了单一题项“恐慌”。
(3)由于本研究为非随机抽样,描述性结果(百分比、均值、标准差)等不具备代表性,仅供参考。