具体还是抽象?健康议题中辟谣专家语言策略与受众态度转变  

Abstract or Concrete?Language Strategies of Debunking Experts in Health-related Topics and Audience Attitude Change

作　　者：谢鹏 段嘉 慕文龙 曹勤伟 XIE Peng;DUAN Jia;MU Wenlong;CAO Qinwei(School of Journalism,Chongqing University;Dong Fureng Institute of Economic and Social Development,Wuhan University;School of Journalism and Communication,Wuhan University;School of Management and Research Institute of Digital Governance and Management Decision Innovation,Wuhan University of Technology)

机构地区：[1]重庆大学新闻学院 [2]武汉大学董辅礽经济社会发展研究院 [3]武汉大学新闻与传播学院 [4]武汉理工大学管理学院、数字治理与管理决策创新研究院

出　　处：《国际新闻界》2024年第6期110-132,共23页Chinese Journal of Journalism & Communication

基　　金：中央高校基本科研业务费项目“智能传播时代媒体信息生产创新与传播变革研究”(项目编号:2023CDSKXYXW008);重庆市语言文字科研一般项目“促进患者满意与遵守的医生语言策略及其作用机制研究”(项目编号:yyk23208)成果。

摘　　要：本研究探讨了健康议题中辟谣专家辟谣语言属性对受众态度转变的影响。具体而言,本研究假设辟谣专家在与谣言受众沟通时,相比于使用抽象语言策略,使用具体语言策略能更显著地导致受众态度转变,同时语言典型性和感知专业水平中介了语言策略的作用。此外,这种关系受辟谣专家的专业资本水平及受众心理距离所调节。本研究认为当辟谣专家拥有较高的专业资本水平时,辟谣专家的具体语言策略对受众态度转变的作用会减弱;当受众感知到与谣言作用对象的心理距离较近时,辟谣专家的具体语言策略对受众态度转变的作用更为明显。通过三项实验,本研究的假设得到验证。本研究为健康领域的辟谣沟通提供了重要的见解,并为健康议题中的谣言治理提供了建议和启示。This study explores the impact of debunking expert’s debunking language attributes on audience attitude change in health-related issues.Specifically,this study hypothesizes that compared to using abstract language strategies,the use of concrete language strategies by debunking experts in communicating with rumor recipients can more significantly lead to attitude change.At the same time,the language typicality and perceived expertise mediate the effect of language strategies.In addition,this relationship is moderated by the debunking expert's level of professional capital and the psychological distance of the audience.This study suggests that when debunking experts have a higher level of professional capital,the effect of their concrete language strategies on audience attitude change is weakened.When the audience perceives a closer psychological distance to the target of the rumor,the effect of debunking experts’concrete language strategies on audience attitude change is more pronounced.Through three experiments,the hypotheses of this study are confirmed.This study provides important insights for debunking communication in the health field and offers suggestions and implications for rumor management in health issues.

关 键 词：语言策略 受众态度转变 辟谣 健康议题 

分 类 号：G206[文化科学—传播学] C912.63[经济管理]