认知鸿沟视角下的网络谣言传播影响因素研究——以台湾洪仲丘事件为例
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摘要
从认知心理角度,以平衡理论、一致性理论与认知失调理论为基础,延伸出认知鸿沟概念,探讨虚拟世界中的网络谣言传播,分析中国台湾地区网民对于2013年发生的重大社会事件洪仲丘命案,检视认知鸿沟、信任态度、误信谣言到再传递的过程。透过量化问卷调查进行实证,分析604份有效问卷。结果显示:当产生的认知鸿沟越大时,民众会越相信谣言,在态度上也越不会信任中国台湾军方与地区行政当局,在行为上也越倾向于将讯息再次传递出去。此外,从模型结构中也发现,相信谣言这个变量,在认知鸿沟与网络传播的路径间扮演重要的中介变量角色,显示认知鸿沟不仅会对讯息传递产生直接效果,还会通过误信谣言造成间接效果,然而,这种显著的中介角色在军政信任变量上却未发现。
Based on the conception of cognitive gap inducting from balance theory,congruity theory,and the theory of cognitive dissonance,the study exams how the Internet rumors spread on the virtual world through the great social event of Hung Chung-Chiu Case in 2013 Taiwan,by investigating the relationships between cognitive gap,trust attitude,rumor believing,and retransmitting behavior. By way of applying an empirical questionnaire survey with 604 respondents,the results showed that the larger peoples' cognitive gap is,the more they distrust in the military as well as the government,the easier they believe rumors,and in turn the more they will spread misinformation online. Besides,cognitive gap has not only a direct effect,but also an indirect effect via rumor believing and,in turn,retransmitting behavior. This finding reveals that rumor believing plays an important and significant mediating role with respect to peoples' cognitive gap. However,such a crucial mediator role is not discovered on the trust attitude toward military and government.
Based on the conception of cognitive gap inducting from balance theory,congruity theory,and the theory of cognitive dissonance,the study exams how the Internet rumors spread on the virtual world through the great social event of Hung Chung-Chiu Case in 2013 Taiwan,by investigating the relationships between cognitive gap,trust attitude,rumor believing,and retransmitting behavior. By way of applying an empirical questionnaire survey with 604 respondents,the results showed that the larger peoples' cognitive gap is,the more they distrust in the military as well as the government,the easier they believe rumors,and in turn the more they will spread misinformation online. Besides,cognitive gap has not only a direct effect,but also an indirect effect via rumor believing and,in turn,retransmitting behavior. This finding reveals that rumor believing plays an important and significant mediating role with respect to peoples' cognitive gap. However,such a crucial mediator role is not discovered on the trust attitude toward military and government.
引文
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[17]刘中刚.双面信息对辟谣效果的影响及辟谣者可信度的调节作用[J].新闻与传播研究,2017(11):49-63.
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[25]BORDIA P,DIFONZO N.Problem solving in social interactions on the internet:rumor as social cognition[J].Social Psychology Quarterly,2004,67(1):33-49.
[26]DIFONZO N,ROBINSON N M,SULS J M,et al.Rumors about cancer:content,sources,coping,transmission,and belief[J].Journal of Health Communication,2012,17(9):1099-1115.
[27]DIFONZO N,BORDIA P.Psychological motivations in rumor spread[M]//FINE G A,CAMPION-VINCENT V,HEATH C.Rumor mills:the social impact of rumor and legend.NJ:New Brunswick Press,2005:87-101.
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[2]WEEKS B,SOUTHWELL B.The symbiosis of news coverage and aggregate online search behavior:Obama,rumors,and presidential politics[J].Mass Communication&Society,2010,13(4):341-360.
[3]MA R.Spread of SARS and war-related rumors through new media in China[J].Communication Quarterly,2008,56(4):376-391.
[4]TAKAYASU M,SATO K,SANO Y,et al.Rumor diffusion and convergence during the 3.11 earthquake:a twitter case study[J].PLoS ONE,2015,DOI:10.1371/journal.pone.0121443.
[5]KIMMEL A J,ANNE-FRANCOISE A P.Analysis of commercial rumors from the perspective of marketing managers:rumor prevalence,effects,and control tactics[J].Journal of Marketing Communications,2010,16(4):239-253.
[6]KNAPP R.A psychology of rumor[J].Public Relations Quarterly,1944,8(1):22-37.
[7]GARRETT R K.Troubling consequences of online political rumoring[J].Human Communication Research,2011(37):255-274.
[8]SUNSTEIN C R.On rumors:how falsehood spread,why we believe them,what can be done[M].NY:Farrar,Strauss and Giroux Press,2009:85-87.
[9]PFEFFERA J,ZORBACHB T,CARLEYA M.Understanding online firestorms:negative word-of-mouth dynamics in social media networks[J].Journal of Marketing Communications,2014,20(1-2):117-128.
[10]李彪,喻国明.“后真相”时代网络谣言的话语空间与传播场域研究---基于微信朋友圈4 160条谣言的分析[J].新闻大学,2018(148):103-121.
[11]顾金喜.“微时代”网络谣言的传播机制研究---种基于典型案例的分析[J].浙江大学学报(人文社会科学版网络版),2017(3):1-13.
[12]陈虹,沈申奕.新媒体环境下突发事件中谣言的传播规律和应对策略[J].华东师范大学学报(哲学社会科学版),2011(3):83-93.
[13]林丹.浅谈网络空间中的谣言扩散机制与消解策略[J].东南传播,2017(8):80-83.
[14]熊炎.惩罚能抑制谣言传播吗?---以“转发超500次入刑”为例[J].新闻与传播研究,2014(2):22-35.
[15]王倩,于风.奥尔波特和波斯特曼谣言传播公式的改进及其验证:基于东北虎致游客伤亡事件的新浪微博谣言分析[J].国际新闻界,2017(11):47-67.
[16]郭小安,蒲珏伶.网络对谣言的自我净化:可能及影响要素---对人民网研究院调查结果的一项检验与补充[J].北京理工大学学报(社会科学版),2014,16(3):137-143.
[17]刘中刚.双面信息对辟谣效果的影响及辟谣者可信度的调节作用[J].新闻与传播研究,2017(11):49-63.
[18]HEIDER F.The psychology of interpersonal relations[M].New York:Wiley,1958:59-61.
[19]OSGOOD C,TANNENBAUM P H.The principle of congruity in the prediction of attitude change[J].Psychology Review,1955(62):42-55.
[20]FESTINGER L.A theory of cognitive dissonance[M].NY:Row,Peterson and Company Press,1957:47-49,69-73.
[21]KRAMER R.Trust and distrust in organizations:emerging perspectives,enduring questions[J].Annual Review of Psychology,1999(50):569-598.
[22]MCKNIGHT D H,CHERVANY N L.While trust is cool and collected,distrust is fiety and frenzied:A model of distrust concepts[J].Proceedings of the Americas Conference on Information Systems,2001:883-888.
[23]TARDY C H.Interpersonal evaluations:measuring attraction and trust[M]//TARDY C H.A handbook for the study of human communication.Norwood,NJ:Ablex Press,1988:269-283.
[24]HARMON-JONES E,MILLS J.A cognitive dissonance theory perspective on the role of emotion in the maintenance and change of beliefs and attitudes[M]//FRIIDA N H,MANSTEAD A R,BEM S.Emotions and beliefs,how feelings influence thoughts Cambridge:Cambridge University Press,2000:185-211.
[25]BORDIA P,DIFONZO N.Problem solving in social interactions on the internet:rumor as social cognition[J].Social Psychology Quarterly,2004,67(1):33-49.
[26]DIFONZO N,ROBINSON N M,SULS J M,et al.Rumors about cancer:content,sources,coping,transmission,and belief[J].Journal of Health Communication,2012,17(9):1099-1115.
[27]DIFONZO N,BORDIA P.Psychological motivations in rumor spread[M]//FINE G A,CAMPION-VINCENT V,HEATH C.Rumor mills:the social impact of rumor and legend.NJ:New Brunswick Press,2005:87-101.
[28]NUNNALLY J C,BERNSTEIN I H.Psychometric theory[M].New York:McGraw-Hill,1994:46-47,53-55.