论网络谣言的媒介化再生产:三种“真实”的偏差

The Media Reproduction of Internet Rumors:the Deviation of Three Realities

谣言和互联网的"联姻"并未改变谣言的社会本质,却使网络谣言具有自我生产性、社会扩张性和危机突发性等特征。网络谣言是对社会现实的一种映射,它的本质是客观真实、媒介真实、主观真实的递延偏差。在互联网传播生态下,某些事件经由离场再现机制、媒介框架机制、受众解码机制被赋予了特定的社会意义,在此过程中真相隐退、谣言生成。提供权威可信的政府框架、瓦解广泛传播的谣言框架、培育理性健全的受众框架,可以有效地减少网络谣言的泛滥。由于三种"真实"偏差的客观存在,网络谣言的治理是有限度的,它很难被彻底清除。

The combination of rumors and Internet, which does not change the social es- sence of the rumors, has given such characteristics to internet rumors as self-productivity, social expansion and critical situation. Internet rumor is the projection of social realities; it essentially is deferred deviation from objective realities, media realities and subjective real- ities. In the Internet communication context, a specific social event is given significance by off-site representation mechanism, media framing mechanism and audience decoding mecha- nism and gives rise to internet rumors. Such ways as providing an authoritative and credible government framework, breaking down the framework of the spread of rumors and cultivating a sound and sane audience framework can effectively reduce the spread of Internet rumors. Due to the existence of the deviation from the above-mentioned three realities, the governance of rumors has its limits, and it is hardly possible to eliminate them.