Research On The Rumor Clarification Mechanism Of Mainstream Media Platforms

Network rumor is the uncertain information which grows on the Internet and spreads through the network platform.With the development of media technology and new media environment,rumor spreading has gradually evolved from word-of-mouth in reality to collective action on the Internet.Especially in the special situation of public emergencies,the spread of network rumors also presents more distinctive new characteristics.In COVID-19 2020,people are not only facing the real threat of the disease,but also affected by the social media "information epidemic",which presents new challenges to the mainstream media's operational capabilities,mission,and responsibility in the dissemination of information and rumor refutation.In this paper,the epidemic reports of the new media of People's Daily were taken as the research object to explore the rumor clarification mechanism of mainstream media platforms.This paper firstly clarifies and sorts out the concepts and research status of rumors and network rumors,and finds that there is a gap in the research of rumor clarification.Secondly,the concept of mainstream media platform is introduced.According to the basic situation of the Internet public opinion field,there is a discourse competition among social media,government and mainstream media in the clarification of online rumors at present.Through comparative analysis,this paper believes that mainstream media platforms still play a significant role.Platformization is an active attempt of mainstream media in the context of media convergence,which is of great significance to the clarification of rumors and the establishment of social responsibility goals of media.This paper takes the grounded theory as the core research method,and the research object is the representative of mainstream media platform--the relevant reports of People's Daily New Media during COVID-19.Through the full collection of research materials and three-level coding,the rumor clarification mechanism of mainstream media platforms in public health emergencies is obtained,namely,the diffusion and transfer mechanism of facts and rumor dispelling issues,the balance mechanism of emotion and rumor clarify,the interactive mechanism of rumor clarify,and the rich media assisted rumor clarify mechanism.Among them,the issue of fact debunking turns from small to grand;The emotional rumour clarify strengthens the audience's sense of identity by "appealing to emotion";In the initiative and linkage of interactive rumour revalidation,it gives consideration to the "narrow" directional communication and the community communication in social media to meet the information needs of different groups.The auxiliary refutation of rumors shows the characteristics of rich media,reflecting the strong adaptability and media strength of mainstream media platforms in the era of new media.Based on rumours model,this paper around the interactive relationship and prominent characteristics of model elements,found that the mainstream media platform rumor has particularity clarify mechanism,based on strong feedback verification,mainstream media value of publicity,and lead to secondary media agenda-setting is the mainstream media platform is different from other ordinary the essence of social media platforms.Finally,under the background of media convergence,the road of the transformation and upgrading of the mainstream media platform is still a long way,rumours to clarify the specific field,the research of the current mainstream media platform to clarify the rumors insufficient feasibility Suggestions,the mainstream media platform to build multiple subject rumours that cooperation,giving full play to the advantages of media professionalism,build brand strategy and the use of emerging technologies to realize self empowerment,constantly improve and expand the rumor clarify model.