网络谣言中的煽情话语构建策略研究

Research on the Construction of Sensational Discourse in Online Rumors

网络谣言常通过各种策略和手段来煽动受众情绪,以此来达到扩散谣言的目的。本研究采用Fairclough的三维批评话语分析模型,以来自微信辟谣助手平台上的200条食品健康类网络谣言为例,考察了网络谣言的话语实践特征及其表现形式。研究发现,这些策略主要包括:1)通过文字、图片、视频等符号资源制造轰动效应,引起人们对谣言的关注;2)通过情感渲染、标点活用等情感动员手段,诱发受众情感共鸣;3)通过场景描述、人物刻画、情感体验等情景化叙事方式,博取受众的同情与信任。此外,谣言中煽情话语的形成与谣言的营销策略、公众的焦虑、虚假信息的泛滥等社会因素密切相关。以上发现对我们进一步探讨网络谣言话语的生成和传播机制具有启示意义。

Online rumors often incite audience emotions through various means and strategies to achieve the purpose of spreading rumors.Drawing on Fairclough’s model of critical discourse analysis,this research examines the discourse forms and practices expressed in 200 online food and health rumors collected from the platform of the WeChat Rumor Assistant.It is found that these strategies mainly include:(1)creating a sensational effect through semiotic resources like words,pictures,and videos to attract people’s attention to rumors;(2)inducing the audience’s emotional resonance by emotional mobilization such as emotional rendering and flexible use of punctuation;(3)winning the audience’s sympathy and trust through contextualized narrative methods like scene description,character portrayal,and emotional experience.The formation of sensationalism in the rumors is closely related to social factors such as the marketing strategy of rumors,public anxiety,and the proliferation of false information.The findings shed further light on exploring the generation and dissemination mechanism of Internet rumor discourse.