健康议题辟谣社群的类别构成与社群结构研究——基于多主体谣言协同治理的视角

Study on the Categories and Structure of Health Rumor Denials Community:from the Perspective of Rumor Cooperative Governance

[目的/意义]鉴于当前社交媒体上健康谣言层出不穷的现实,从谣言协同治理的角度出发探讨各辟谣主体的信息发布特质和社群结构对于净化网络舆论具有重要意义。[方法/过程]从传播力、影响力和互动力三个维度筛选出新浪微博上137位健康议题的核心辟谣成员,采用内容分析法分析了"新闻媒体""政务部门""科普网站/栏目""医务/营养从业者"等10类辟谣主体各自的信息发布特征,并采用社会网络分析法对该辟谣群体的"中心度""核心—边缘"和"结构洞"等指标进行了探究。[结果/结论]在信息发布的内容特质方面,不同辟谣主体在谣言驳斥的时效性、互动性、专业性、多媒体性等方面各有优点;在社群结构方面,该社群存在着"精英化"倾向,媒体机构微博独享着信息传播"一家独大"的地位,成为扩散辟谣信息的绝对主体。这项发现启示我们,在谣言协同治理过程中,需要重视新闻媒体的"意见领袖"作用。

[Purpose/Significance]Since there are endless health rumors in social media,it is of great significance to explore the information characteristics and community structure of the rumor denials community from the perspective of rumor cooperative governance.[Method/Process]This paper filters out 137 core members from the Sina weibo platform by the dimension of influence,credibility and transmissibility,then analyzes the information characteristics of these members and adopts SNA method to explore these community structure through the indicators such as"Centrality","coreness"and"structural holes".[Result/Conclusion]As for the content dimension,each of the members has their own feature in terms of timeliness,interaction,professionalism,and multi-media;as for the structure dimension,it is found that media organization's weibo dominates the whole community,which plays a key role in releasing counter-rumor information.This finding enlightens us that much attention should be focused on the media organization's role of"opinion leader"in the process of rumor cooperative governance.