Title

Seeing is not Believing: Narrative Characteristics and Governance Strategies on the Short Video Rumors of Health Care

Poster Number

11

Lead Author Affiliation

Department of Communication

Lead Author Status

Faculty

Second Author Affiliation

Department of Communication

Second Author Status

Faculty

Third Author Affiliation

Communication

Third Author Status

Masters Student

Fourth Author Affiliation

Communication

Fourth Author Status

Masters Student

Introduction

With the continuous updating of technology, the media form carrying rumors is constantly upgrading. Especially in the era of mobile social interaction, the boom of mobile short video makes the soil of rumors continue to expand. As a result, the visual impact and mosaic editing of these video rumors make "what the eyes see" not necessarily true. In such an environment, audiences are likely to be exposed to various short video rumors of health care. It is critical that some analysis be conducted to analyze the impact of these short videos on the society and offer some measures to prevent them from affecting the general public.

Purpose

This study takes 300 short video rumors of health care in the Today's Headline rumor database as the research object, and plan to explore the content characteristics and narrative logic of the current " health care" short video rumors by using the theories of narratology, semiotics and psychology, anticipating to propose some measures to curb the rumors distribution. .

Method

This study takes a mixed methodology in its investigation.

1) Sampling

Considering the scarcity of the life sample size, 100 life videos were included in the analysis. Health videos are sampled conveniently, and 200 videos are extracted from the total database of health rumors. Finally, 300 short-video rumors of health care were extracted from 2017 to 2018, accounting for about 20% of the total number of short video rumors of health care.

2) Content and text Analysis

According to the data collected in this study, it can be divided into two levels: title content and video text. For the title content, ROST software is used for high-frequency word statistics and text analysis; because the video text involves the specific manifestations of rumors, it is mainly through manual close reading method for statistical analysis.

By using the mixed method approach, the study identified the rumors origins, features and characteristics among the videos.

Results

The mixed methods approach generated rich information and results. The following is a highlight of top four:

1) The top three high frequency words were white hair (163 times), blackening (90 times) and shampooing (65 times);

2) The content of the title has three forms: a. Miaofang type; b. Superstition type; c. Threatening type;

3) Video content has three forms: a. slide show, b. cartoon animation, c. life scene display;

4) The time difference between rumor censorship and rumor reproduction and whether the media can guide the public's subconscious are two key factors to control rumors;

Significance

The results of this study offer some significant suggestions to the society, indicating that rumors in health care are ubiquitous. The narrative characteristics study of short video rumors of health care offer critical information to cultivate the general public literacy in health care message learning and processing. The results will be used to help formulate relevant strategies and develop joint efforts in many campaigns, so as to say no to short video rumors of health care.

Location

DeRosa University Center

Format

Poster Presentation

Poster Session

Morning

This document is currently not available here.

Share

COinS
 
Apr 27th, 10:00 AM Apr 27th, 12:00 PM

Seeing is not Believing: Narrative Characteristics and Governance Strategies on the Short Video Rumors of Health Care

DeRosa University Center

With the continuous updating of technology, the media form carrying rumors is constantly upgrading. Especially in the era of mobile social interaction, the boom of mobile short video makes the soil of rumors continue to expand. As a result, the visual impact and mosaic editing of these video rumors make "what the eyes see" not necessarily true. In such an environment, audiences are likely to be exposed to various short video rumors of health care. It is critical that some analysis be conducted to analyze the impact of these short videos on the society and offer some measures to prevent them from affecting the general public.