公共危机中社交媒体辟谣信息采纳的关键要素探究--基于新冠疫情微博辟谣文本的计算分析

Research on the Key Factors of Rumor-refuting Information Adoption on Social Media Platforms in Public Crisis--Computing Analysis of COVID-19 Rumor-refuting Texts from Weibo

推动辟谣信息传播是治理突发公共卫生事件信息疫情的重要措施。在社交平台上,具有何种特征的辟谣信息更易于传播是值得探究的问题。基于精细加工可能性模型提出的信息采纳模型,以信息加工的中心路径和外围路径为框架,可用于辟谣信息采纳的影响因素分析。但该模型存在两条路径界线不明以致难以操作的问题。在建立两条路径划分的“一眼即知”原则的基础上,信息文本特征分别被归属于解读性信息特征与感知性信息特征,信息采纳修正模型得以构建。基于修正模型的新冠疫情微博辟谣文本数据负二项回归分析结果显示,属中心路径的解读性信息特征对辟谣信息采纳起到主要影响。具体而言,信息含量大,文本长度未折叠、核心信息使用强语气文字表达且使用百万粉丝级账号发布的辟谣信息更容易被采纳。这一系列特征概括为辟谣信息的“提供细节、行文抑扬、形式简明、流量发布”原则之后,可为辟谣信息传播实践提供相应的理论参考。

Advancing dissemination of rumor-refuting information is a significant measure to navigate infodemic. On social media platforms, what kinds of features rumor-refuting information have, hence facilitating its spreading is an issue worthy of exploration. Taking as its framework the central and peripheral routes for information processing, the information adoption model based on elaboration likelihood model can be applied to factors analysis for rumor-refuting information adoption. However, this model suffers from the problem of vague delineation between the two routes, rendering the model disagreeably operational. After introducing the principle of "knowing by sight" for differentiating the two routes, the textual features of information are identified as interpretive and perceivable respectively. The corrected information adoption model is thus created. The results of the negative binomial regression model of COVID-19 rumor-refuting information adoption on Weibo demonstrate that interpretative information identified under the central route serves to play a major role in rumor-refuting information adoption. To put it into perspective, more likely to be adopted is rumor-refuting information with a rich catalogue of contents, unfolded full text and emphatic verbal expressions for core information and released by Weibo accounts having millions of followers. The array of features are summed as adequate provision of factual details, non-prosaic presentation, streamlined form and web-traffic-driven feed, which are in a position to offer theoretical referencing for rumor-refuting information’s dissemination practices.