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具体还是抽象?健康议题中辟谣专家语言策略与受众态度转变
Abstract or Concrete? Language Strategies of Debunking Experts in Health-related Topics and Audience Attitude Change
本研究探讨了健康议题中辟谣专家辟谣语言属性对受众态度转变的影响。具体而言,本研究假设辟谣专家在与谣言受众沟通时,相比于使用抽象语言策略,使用具体语言策略能更显著地导致受众态度转变,同时语言典型性和感知专业水平中介了语言策略的作用。此外,这种关系受辟谣专家的专业资本水平及受众心理距离所调节。本研究认为当辟谣专家拥有较高的专业资本水平时,辟谣专家的具体语言策略对受众态度转变的作用会减弱;当受众感知到与谣言作用对象的心理距离较近时,辟谣专家的具体语言策略对受众态度转变的作用更为明显。通过三项实验,本研究的假设得到验证。本研究为健康领域的辟谣沟通提供了重要的见解,并为健康议题中的谣言治理提供了建议和启示。
This study explores the impact of debunking expert’s debunking language attributes on audience attitude change in health-related issues. Specifically, this study hypothesizes that compared to using abstract language strategies, the use of concrete language strategies by debunking experts in communicating with rumor recipients can more significantly lead to attitude change. At the same time, the language typicality and perceived expertise mediate the effect of language strategies. In addition, this relationship is moderated by the debunking expert's level of professional capital and the psychological distance of the audience. This study suggests that when debunking experts have a higher level of professional capital, the effect of their concrete language strategies on audience attitude change is weakened. When the audience perceives a closer psychological distance to the target of the rumor, the effect of debunking experts’ concrete language strategies on audience attitude change is more pronounced. Through three experiments, the hypotheses of this study are confirmed. This study provides important insights for debunking communication in the health field and offers suggestions and implications for rumor management in health issues.
;Language strategy / audience attitude change / debunking / health-related topics
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1. 2019年网络谣言治理报告。检索于http://society.people.com.cn/n1/2019/1226/c1008-31524533.html。
2. 附录文件下载链接为:https://pan.baidu.com/s/1sgk9vFeoVfreU4BjTrqT4g?pwd=tk46。
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