由传播动力看网络谣言的综合治理——基于微信“朋友圈”的考察

On the Comprehensive Management of Internet Rumors from the Perspective of Disseminating Impetus——Based on the Investigation of "the Circle of Friends" of WeChat

"熟人圈"是微信相较于其他新媒体在传播方面的新特点,其为谣言的滋生提供了土壤且加大了在微信中的传播范围。网络谣言传播的动力机制可以从谣言的制造者和谣言的接受者两个方向展开,造谣者的诉求是"朋友圈"中个人形象的呈现和获取利益。与之相适应,那些处于困境中的人、受"先入为主"观念影响的人更加容易成为谣言的接受者。以对微信"朋友圈"谣言的细化分析为基础,可以从网民、媒体和政府三个不同的角度提出策略,为"朋友圈"谣言的综合治理提供参考。

＂Circle of acquaintances＂is a new feature of WeChat in dissemination compared to other new media,which provides a breeding ground for rumors and increases their transmission range in WeChat.The dynamic mechanism of internet rumors can be explored from two directions of the manufacturer and the recipient of rumors.The appeal of the rumormongers is the presentation of personal image and the acquisition of benefits in＂the circle of friends＂.Meanwhile,those who are in trouble,or are influenced by＂preconceived＂ideas are more likely to become recipients of rumors.Based on the detailed analysis of rumors in＂the circle of friends＂,we can put forward some strategies from the angles of netizens,the media and government,providing reference for the comprehensive management of rumors in＂the circle of friends＂.