突发公共卫生事件中微博谣言的 流播特征分析 ——以新冠肺炎疫情为例

Analysis of Circulating Characteristics of Rumors on Weibo in Public Health Emergencies：A Case Study of COVID-19 Epidemic

中文关键词: 突发公共卫生事件 微博谣言 流播特征 辟谣 新冠肺炎

英文关键词: public health emergency  rumor on Weibo  circulation features  rumor refutation  COVID-19

中文摘要:

      以新浪官方辟谣账号“微博辟谣”2020年1月19日至2月19日的辟谣内容为样本，构建新冠肺炎疫情谣言传播素材案例库；利用质性软件Nvivo进行编码与分析，发现突发公共卫生事件中的谣言传播具有明显的本土化语境特征、高度的可复制性，并出现“伪行政权力”的流播特征。综合前人研究并结合突发公共卫生事件的特殊性，提出改进辟谣信息的传播方式、更新辟谣信息的表达策略，以及建立与谣言流播主体的对话机制，以促进风险社会语境下社会秩序的重建和社会信任的修复。

英文摘要:

      In order to cope with the spread of rumors on Internet and the occurrence of gathering behavior，which may endanger public security and social governance in public emergencies，the author established a database using the data collected from a Sina Weibo official account 'Weibo Rumor Refuting' from January 19 to February 19，2020. Nvivo was used for data coding and analyzing，by which it was found that rumors circulating in public emergencies bear obvious characteristics of localization and high reproducibility，and could be disguised as of administrative power. On the basis of previous studies and taking into consideration the peculiarities of public health emergencies，the author believes that improving the communicating mode of refuting rumors，regenerating expression strategy of refuting rumors and establishing communicating mechanism with rumor-involved Web-bloggers are key measures to be taken to reconstruct social order and help to repair social trust in a risk society.