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学界对于谣言传播的研究多从群体心理和社会大环境的角度展开,极少关注谣言传播过程中个体的微观心理状况。然而,作为主要的信息传播者和事件参与者,民众个体的心理因素往往是谣言得以传播并演变为极具影响力的社会事件的本质原因。本研究以“谣盐”事件为例,选取国内六大主流网络社区3月16日至3月18日的网民言论进行内容分析。分析发现,在谣言的传播过程中,个体经历着从产生失调到减少失调的认知体验。由此,本研究尝试构建了一种基于认知失调理论的谣言传播路径,从个体认知的角度解释“谣盐”事件发生的原因。
The research of rumor spread from academic circles mostly starts from the perspectives of group psychology and social environment, and seldom focuses on the individual micro-psychology in the process of rumor transmission. However, as the main information disseminators and event participants, the psychological factors of the individual are often the essential reasons for rumors to spread and evolve into influential social events. This research uses the case of “rumor salt ” as an example to analyze the contents of Internet users’ remarks from March 16 to March 18 in the six mainstream online communities in China. The analysis found that in the process of spreading rumors, individuals experienced the cognitive experience from disorderedness to reduced dislocation. Therefore, this study attempts to construct a rumor propagation path based on the theory of cognitive disorders and explain the causes of “rumor ” events from the perspective of individual cognition.