微信平台辟谣信息传播效果及其影响因素研究  

Research on Rumour-Refuting Information Dissemination Effect and Influencing Factors of WeChat Platform

作　　者：龚立群[1] Gong Liqun(School of Cultural Creativity and Management,Zhejiang University of Communication and Communication,Hangzhou Zhejiang,310018)

机构地区：[1]浙江传媒学院文化创意与管理学院,浙江杭州310018

出　　处：《宁夏党校学报》2024年第1期112-122,共11页Journal of the Party School of the CPC Ningxia Hui Autonomous Region Committee

基　　金：国家社会科学基金一般项目“微信谣言的形成机理、传播路径及治理策略研究”(17BSH029)阶段性成果。

摘　　要：针对日益泛滥的谣言传播现实,微信打造了由辟谣公众号和与之相关联的小程序所构成的辟谣矩阵以遏制谣言传播。通过对微信平台辟谣信息传播效率和影响效果进行实证研究分析,结果显示,在传播效率方面,虽然用户触达率较好,但封闭式的传播环境使得辟谣信息传播效率低于谣言传播效率;在影响效果方面,微信平台辟谣信息推文点赞量和阅读量仍然处于较低水平,且对公众的影响效果还有待提升。因此,提升微信平台辟谣信息传播效果应综合考虑其内容主题、情感特征、文章位置、表现形式、有无专业查证者等影响因素,同时需要政府机构、传播媒体、广大网民、行业协会等共同参与、协同发力,形成网络谣言立体治理体系。In view of the increasingly widespread reality of rumor-mongering,WeChat has created a rumor-refuting matrix composed of rumor-refuting public WeChat accounts and related mini programs to curb rumor propagation.Through empirical research and analysis on the efficiency and influence of rumor-refuting information on WeChat platform,the results show that,in terms of propagation efficiency,although the user reach rate has a better result,the closed propagation environment makes the propagation efficiency of rumor-refuting information lower than the rumor propagation efficiency.In terms of public impact,the number of likes and the number of visits of the tweets of rumour-refuting information on WeChat platform are still at a low level,and the impact on the public needs to be improved.Therefore,to improve the effect of rumour-refuting information dissemination on WeChat platform,it is necessary to comprehensively consider its content and theme,emotional characteristics,article’s location,form of expression,professional verification system and other influencing factors.At the same time,it is necessary for government agencies,communication media,netizens,and industry associations to participate and work together to form a three-dimensional governance system for online rumors.

关 键 词：微信平台 辟谣信息 传播效果 谣言治理 

分 类 号：G206[文化科学—传播学] G252