对症下药还是面面俱到:健康辟谣中信息呈现对说服效果的影响研究  

The Influence of Information Presentation on the Persuasive Effect of Healthrelated Rumor Debunking Information

作　　者：张敏[1] 韩锡晴 邵晶 严炜炜[1] Zhang Min;Han Xiqing;Shao Jing;Yan Weiwei(Center for Studies for Information Resources,Wuhan University,Wuhan,430072;School of Information Management,Wuhan University,Wuhan,430072)

机构地区：[1]武汉大学信息资源研究中心,武汉430072 [2]武汉大学信息管理学院,武汉430072

出　　处：《信息资源管理学报》2024年第5期132-146,共15页Journal of Information Resources Management

基　　金：国家自然科学基金面上项目“突发公共卫生事件中网络社会情绪的跨场域极化研究”(72074174)的研究成果之一。

摘　　要：社交媒体中传统“把关人”机制失效,健康谣言“被辟谣-再出现”现象频发,愈加凸显辟谣信息设计策略的重要性。围绕健康谣言真假参半、情绪鲜明的信息呈现特征来探究健康辟谣信息说服效果,能更好地理解辟谣信息设计机理,为优化谣言治理策略提供有益借鉴。聚焦信息呈现的二维分类框架,设计2(内容呈现:单面内容vs.双面内容)×2(形式呈现:严肃形式vs.幽默形式)×2谣言类型(恐惧谣言vs.希望谣言)的控制实验,进而分析其与健康辟谣信息说服效果间的相关关系。研究结果显示,内容呈现对健康辟谣信息说服效果具有显著影响,双面(vs.单面)的健康辟谣信息有更好的说服效果;内容呈现和形式呈现的交互效应对说服效果的影响受到谣言类型的调节;对于希望谣言,采用单面幽默的辟谣信息与双面严肃的辟谣信息均能实现更好的说服效果。Health-related rumors in social media under the failure of traditional"gatekeeper"mechanism face the problem of"rumor debunking-reappearing".Focusing on the characteristics of health-related rumors with mixed truths and emotions to explore the persuasive effect of health debunking information,this research provides a better understanding of the debunking information designing and provides useful reference for optmizing rumor management strategies.This research focuses on information presentation,through a 2(Presentation content:one-sided content vs.double-sided content)×2(Presentation form:serious vs.humorous)×2(Rumor type:fear vs.hope rumor)online control experiment to analyze their influence on the persuasive effect of health-related rumor debunking information.Presentation content has significant influence on the persuasive effect of health-related rumor debunking information.One-sided(vs.double-sided)debunking information is more persuasive.Rumor type moderates the interaction effect of presentation content and presentation form on the persuasive effect.For hope rumors,it is better to use double-sided and humorous information or one-sided and serious information.

关 键 词：健康辟谣信息 信息呈现 内容呈现 形式呈现 说服效果 网络信息治理 

分 类 号：G203[文化科学—传播学]