社交媒体背景下健康谣言问题研究

发布时间：2018-07-05 15:21

本文选题：健康谣言 + 社交媒体　；参考：《吉林大学》2017年硕士论文

【摘要】：近年来,个人对健康信息的需求在迅猛增长,利用互联网获取健康信息逐渐成为了常态。社交媒体逐渐兴起,用户不断增多,越来越多的专业媒体和专业机构选择在社交媒体上发布健康信息、传播健康信息。社交媒体中健康传播的主要障碍之一便是健康谣言,它不仅对受众造成了误导,甚至还有可能危害正常的社会公共秩序。因此,对社交媒体中的健康谣言进行深入研究,并提出治理思路是十分具有价值的。从2011年日本福岛核泄漏事件后,部分城市出现“抢盐风波”;到2013年出现人感染H7N9禽流感病毒,人人“谈鸡色变”;再到2016年“疫苗之殇”,将儿童疫苗安全问题推向风口浪尖。社交媒体中的健康谣言屡见不鲜,多数学者将这一现象归于网络谣言进行研究,但缺少对社交媒体中健康谣言的系统性研究。正基于此,文章从社交媒体的视角出发,系统性地研究健康谣言产生机制和传播机制,来丰富健康谣言研究内容。文章的主要思路是“提出问题、分析问题、解决问题”。首先对健康谣言、社交媒体的概念进行厘清,再分析出健康谣言的传播特点,总结出健康谣言在社交媒体中典型的传播模式。其次,以传播学角度深入分析健康谣言产生的原因,其中包括社交媒体为健康谣言提供了良好的传播环境;专业话语权在社交媒体并不突出,减弱了辟谣效果;受众自身心理、综合素质等因素助长了健康谣言的气焰;专业知识的匮乏让受众无法辨别信息的真伪。文章最后,从传播者、渠道、受众三个角度出发,为健康谣言的控制与治理提出建议。第一,规范传播者行为,需要从媒体管理层面和法律层面入手;第二,提高受众自身素质,使受众对谣言免疫;第三,利用社交媒体自净机制,加速健康谣言的衰亡过程;第四,需要进一步加强专业话语权的传播力,扩大权威人士或专业组织的影响力。在中国社会不断发展、人民生活水平日渐提高的背景下,健康议题将越来越受重视,为健康传播创造良好的社会环境、减少传播阻碍、提高传播效果是健康传播学永恒的议题。
[Abstract]:In recent years, the demand for health information by individuals is growing rapidly, and the use of the Internet to obtain health information has gradually become the norm. With the rise of social media and the increasing number of users, more and more professional media and professional organizations choose to publish health information and spread health information on social media. One of the major obstacles to healthy communication in social media is health rumors, which not only mislead the audience, but may even endanger normal public order. Therefore, it is very valuable to study the health rumors in social media and put forward the idea of governance. Since the Fukushima nuclear spill in Japan in 2011, some cities have experienced a "salt rush"; by 2013, when people were infected with the H7N9 avian influenza virus, everyone "talked about chicken coloration"; and then in 2016, "the War of Vaccine." Children's vaccine safety issues will be pushed to the forefront. Health rumors in social media are common, and most scholars attribute this phenomenon to online rumors, but there is a lack of systematic research on health rumors in social media. Based on this, this paper systematically studies the mechanism of health rumor generation and dissemination from the perspective of social media to enrich the research content of health rumor. The main idea of the article is to raise problems, analyze problems, and solve problems. Firstly, the concept of health rumor and social media is clarified, then the characteristics of health rumor are analyzed, and the typical communication mode of health rumor in social media is summarized. Secondly, the causes of health rumors are analyzed from the perspective of communication, including social media providing a good communication environment for health rumors; the professional discourse right is not prominent in social media, which weakens the disinformation refuting effect; the audience's own psychology. Comprehensive quality and other factors contribute to the arrogance of health rumors; the lack of professional knowledge makes the audience unable to identify the authenticity of information. Finally, from three angles of communicator, channel and audience, some suggestions are put forward for the control and management of health rumors. First, to regulate the behavior of communicators, we need to start from the media management level and the legal level; second, to improve the audience's own quality, to make the audience immune to rumors; third, to use the social media self-purification mechanism to accelerate the process of the decline and death of healthy rumors; Fourth, we need to further strengthen the dissemination of professional discourse power and expand the influence of authoritative persons or professional organizations. Under the background of the continuous development of Chinese society and the improvement of people's living standards, health issues will be paid more and more attention to. It is an eternal issue of health communication to create a good social environment for health communication, to reduce the obstacles of communication and to improve the communication effect.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206

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