公共卫生事件中谣言的风险议题建构、风险放大及其治理——基于对新冠疫情早期网络谣言的分析

Risk Issue Construction,Risk Amplification and Rumor Governance——An Analysis of Online Rumors During the Early COVID-19 Pandemic

谣言作为一种风险表征,是公共事件中社会群体阐释和价值认知的结果,探寻其叙事特征和规律对于社会治理具有重要价值。本文从内容特征、风险议题建构以及风险放大机制等维度对新冠疫情早期1526条网络谣言进行分析。研究发现,疫情谣言内容具有多模态、模糊性和警示性等特征;议题选择的接近性和实用性、叙事策略的本地化以及叙事框架的多样化(恐吓、曲解和锚定),是其建构风险议题的基本策略;召唤式文本的高情感唤起度、恐慌叙事的支配性表征以及传播中负反馈的缺失是其风险放大的内在机制。对其治理要依循媒介化治理原则,组织政府、媒体、平台以及公众等多元主体进行协同治理。

Rumors,as a risk representation,are the result of social groups' interpretation and value recognition in public crisis events.Exploring their narrative characteristics and patterns is of great value for crisis social governance.This paper analyzes 1526 early online rumors about the COVID-19 pandemic from the perspectives of content characteristics,risk issue construction,and risk amplification mechanisms.The research finds that the content of epidemic rumors has features such as multimodality,ambiguity,and warning;the proximity and practicality of topic selection,localized narrative strategies,and diversified narrative frameworks(fear,distortion,and anchoring) are the basic strategies for constructing risk issues;the high emotional arousal of call-to-action texts,dominant representations of panic narratives,and lack of negative feedback in transmission are the internal mechanisms for risk amplification.To address them,we should follow the principle of medial governance and organize multiple entities such as government,media,platforms,and the public to collaborate in governance.