多模态视角下网络谣言话语的“真实性”建构  

A Multimodal Discourse Analysis of“Authenticity”Construction in Online Rumors

作　　者：董莎莎 冯德兵 Dong Shasha;Feng Debing(School of International Studies,Hangzhou Normal University)

机构地区：[1]杭州师范大学外国语学院

出　　处：《话语研究论丛》2024年第1期66-84,共19页Discourse Studies Forum

基　　金：浙江省哲学社会科学规划基金项目“西方媒体新闻中的‘话语真实’建构及策略研究”(24NDJC010YB)的阶段性研究成果

摘　　要：互联网的普及极大地加速了信息的流通,而这也成为谣言滋生并迅速扩散的温床。本文以视觉语法理论为基础,对抖音辟谣官方账号上的88条网络谣言进行了研究,以揭示网络谣言及虚假信息“真实性”的建构过程。结果表明,网络谣言主要通过诉诸权威、情感操控和再语境化三种策略对谣言的“真实性”进行建构,以增强其可信度,进而误导受众。诉诸权威通过将谣言内容与权威个体或机构相关联来提高谣言的可信度。再语境化通过挪用、重构等手段将原始信息融入新的语境,使虚假信息变得连贯、可信。情感操控则通过情感冲突或情感接近来激发人们的情感共鸣,以此促进人们对谣言的信任和接受。以上发现对考察网络谣言的形成、传播、预防和揭露网络谣言具有启示意义。The popularization of the internet has greatly accelerated the flow of information.However,it has also become a hotbed for rumors to grow and spread.Using visual grammar as the theoretical basis,this study analyzes 88 online rumors on Douyin Refuting Rumors’official account,aiming to reveal the construction process of“authenticity”in online rumors and disinformation.Results show that online rumors construct the“authenticity”of their contents through three major strategies,including appeal to authority,emotional manipulation,and recontextualization.These strategies are used to enhance the credibility of online rumors,thereby misleading the audience.The appeal to authority links rumors to authoritative individuals or institutions,while recontextualization integrates original information into new contexts with misappropriation and reconstruction.The strategy of recontextualization makes online rumors more coherent and convincing.Emotional manipulation stimulates people’s emotional resonance through emotional conflict or emotional proximity,so as to promote their trust and acceptance of rumors.The findings have implications for investigating the formation,spreading,prevention,and exposure of online rumors.

关 键 词：网络谣言 真实性 诉诸权威 再语境化 情感操控 

分 类 号：C912.63[经济管理] G206[社会学]