网络流言传播的动力学机制分析  

An analysis of the spread of Internet rumors from the approach of dynamics

作　　者：白寅[1] 

机构地区：[1]中南大学文学院

出　　处：《新闻与传播研究》2010年第5期91-96,共6页Journalism & Communication

基　　金：国家社会科学基金项目(08BXW016)成果

摘　　要：传统的有关谣言的研究主要是针对口传媒介而言的。口传媒介与网络媒介在传播中的最大区别在于:口头传播的对象是确定的和人格化的,传受双方的关系明确,他们之间在传言之际伴随着包含大量情感投入的人格互动,因此,一则信息的信度是信息内容信度和信源信度的综合结果。网络公共空间上的传言对象往往是不确定的和非人格化的,因此,网络流言的信源信度主要和其内容本身的信度相关,而与传播者的人格无关。同时,由于人格互动的缺乏,人们往往缺少在网上发言的动力(因为网上没有人会指名点姓要你发言),因此,网民要参与流言传播必须具备比口传环境中更强大的动机,只有在特别而且强烈的触动下人们才会在互联网上"奔走相告"。基于此,本文通过一系列案例分析和调查实验验证了如下假设:一,只有那些符合接受者心理预期并与认知结构相匹配的信息才可能被认为有信度;二,不满情绪的宣泄是非人格互动环境下表达意见的主要动力;三,涉及社会重大利益关切或触动社会主要矛盾的信息才会引起互联网上的集合性行为。The traditional study of rumors is mainly focuses on the vocal transmission medium,which greatly differs from Internet media: the former ones have certain and personalized target group with a clear relationship between,and during this process,a large amount of emotional input and personal interactions are taken,therefore,the reliability of an information lies in the reliability of both content itself and the source.However,the latter ones haven often got uncertain and impersonalized target group,as a result,the reliability of them mainly lie in the reliability of content,nothing being with the circulator's personality.At the same time,because of the lack of interactive personality,people tend to lose the motivation to speak on line(no one will point you out to do so),netizens who participate rumor spreading must have got stronger motivation than the participants in vocal environment,only by the special but strong touches will people will spread rumors on the Internet.Based on those mentioned above and through a series of case investigation and analysis of experiment,this paper verified the assumptions below: firstly,only the information with expected recipients and cognitive structure matching well could be considered reliable;Secondly,the outlet of dissatisfaction is the mainly motivation of expression under impersonalized interactive environment;Thirdly,information concerning with major social interests,or touching principal contradictions will cause collective behaviors on the web.

关 键 词：流言传播 网络媒介 机制分析 动力学 社会主要矛盾 非人格化 信息内容 互动环境 

分 类 号：G206[文化科学—传播学]