【作者】 戴超；

【导师】 李永刚；

【作者基本信息】 南京大学 ， 行政管理， 2014， 硕士

【摘要】 谣言对于我们来说并不陌生,但随着社会变迁的加剧,这种古老的传播媒介不断变幻出新形式,网络的高速发展为谣言穿上了一件看似崭新的外衣,网络谣言应运而生。转型期的中国,公共突发事件频发,网络谣言不仅成为谣言传播的主要形式,还在突发事件中释放出巨大的能量,成为公共治理的一道难题。当下中国公共突发事件中传播的网络谣言在内容方面有何特点,为何网络谣言经常在影响较大的公共突发事件中大规模蔓延,一些传统的谣言传播规律是否继续适用于网络环境下公共突发事件中的谣言传播,公共突发事件中网络谣言的传播除了负面影响之外是否也具有积极意义,近年来我国政府在应对公共突发事件中网络谣言传播过程中有哪些进步与不足,这些都是本文着力探讨的。本文旨在梳理国内外相关研究的基础上,针对“7·23甬温动车事故”和“芦山地震”进行个案分析,把握当下公共突发事件中网络谣言的内容脉络,归纳其特征与所指：在中国的语境下,政府及其相关部门成为公共突发事件中谣言的“万能替罪羊”,网络传播中的谣言内容并非总是模糊的。笔者从微观、中观和宏观三个层次探究公共突发事件中网络谣言传播的深层机制,指出在公共突发事件中网络谣言蔓延不仅是网民本身的认知、心理和利益算计和互联网匿名性、互动性等特性结合的产物,宏观层面的社会结构、社会变迁、社会文化和价值观等因素亦不容忽视。在传播规律方面,本文讨论了谣言传播的生命周期,指出公共突发事件为谣言的传播开启了“机会窗”,由于事件热度下降和辟谣等原因,谣言会消亡,但其消亡只是一种潜伏,一旦有机会依然会卷土重来。笔者还探讨了传统谣言研究中的传播规律在网络环境下是否依然适用,进而依据网络环境的特性与网络谣言的传播特点构建了网络谣言传播公式,指出“沉默螺旋”、“群体极化”效应在网络传播中愈发明显,而文本传播虽然也有削平、磨尖和添加等外在变化,却难以实现同化的内在效果。笔者还尝试为谣言“正名”,用中立的立场来分析谣言传播的影响。虽然公共突发事件中网络谣言的传播有激发公众负面情绪、降低政府公信力和破坏社会秩序等种种负面影响；但它并非一无是处,它作为社会的“减压阀”在一定程度上成为公众发泄情绪的工具,还有利于倒逼真相,加强政府监督,网民传谣过程其实是“集体行动”,是公众参与公共事务的方式。我们可以从案例中看到政府在处理这一治理难题方面的进步：网络舆情应对意识不断提升,从以“行政手段”为主到“行政手段”与“媒体手段”并重,从偏重法律的“硬方法”到法律与道德相结合的软硬兼施。但社会问题的解决并非一日之功,信息公开机制不健全,传统宣传式话语难以适应网络话语体系,多元主体之间的协同机制不够完善等问题依然存在。笔者提出了改进建议：一是尊重谣言折射的国民心态,积极回应民众诉求,二是软硬兼施,更多利用“软手段”引导社会心理,三是建立健全网络谣言综合免疫系统,四是构建政府主导下的多元共治,多方合力共解治谣难题。希望本研究能够为公共突发事件中网络谣言的传播做一个客观分析,以期为理性全面地认识突发事件中的网络谣言现象提供理论依据和生动案例,为政府更好地解决这个治理难题提供方法和思路。更多还原

【Abstract】 Rumor is not a stranger to us, but this old media form is forming a new shape with the change of social conditions, internet rumor is growing with the fast development of internet. Public emergencies happen frequently in recent China, Internet rumor is the main form of rumor and it release great energy in public emergencies.This article tried to explore the characteristics of internet rumor content, the cause of internet rumor’s overspread in public emergencies, the change of rumor rules in internet era, the effects of internet rumor and government’s reaction to internet rumor.Based on the domestic and international research, the author chose two cases to find out the context and characteristics of rumor in Chinese public emergencies. Different cases show some commonplaces, such as the government is always rumor’s "universal scapegoat" and internet rumor is not vague sometimes.The author discussed the dynamic mechanism of internet rumor in public emergencies from the micro, middle and macro levels. Internet rumor spread not only for people’s cognitive, psychological and interest calculation, but also have connection with network’s interaction and anonymity. Besides, the whole social structure and cultural factors should not be overlooked.This paper discussed the life cycle of rumor, noting public emergencies open "window of opportunity" for internet rumor. Due to the transition of public attention and the effort of denial, the rumor can disappear, but this does not mean it will not come back again, the rumor will have another life once an opportunity arrives. This essay also studied the rules of rumor spread and provide a proposal for internet rumor. Spiral of silence and group polarization are becoming more apparent, but leveling, sharping and adding are not leading to assimilation. The author tried to study rumor’s effects with the neutral position. On one hand, internet rumor has bad effects in public emergencies, such as inspiring people’s negative emotions, breaking social order and reducing government’s credibility. But on the other hand, it can also have some positive effects to society. It is good for the exploration of truth, it can be an effective social "valve" and strengthen oversight to the government. What’s more important, it is a way to participate in public affairs for citizens.We can find government’s progress in solving this problem. Its internet awareness is improving, it uses more media measures and soft ways compared with old days. But Rome was not built in a day, problems still exist, for instance, information disclosure mechanism is not perfect, old propaganda discourse has some difficult to adapt to the network system, collaborative mechanism between multiple subjects is not ideal. The writer proposed some suggestions. Firstly, government should respect the social mentality behind rumors and give positive feedback to people. Secondly, more soft means can be used in the guiding of social psychology. Thirdly, an integrated immune system of internet rumor should be established. Finally, multi forces can be lead into the solution of this problem based on government’s leading.The author would be very happy if this research can provide theoretical basis and interesting cases for the field of internet rumor study in public emergencies and offer some ideas and methods for the governance of this problem.更多还原