Since
social media have broken through the thresholds of professionalism,
technicality, and economic conditions, information dissemination has become
more interactive, private, closed, and strongly related, and the spread of
online rumors has also increased.
First
of all, the interpersonal communication environment of social media makes the
topic of food safety rumors prominent, and it is easy to cause widespread
concern. The food is the heaven, the control point of food safety rumors is
that food is safe, food is the most basic physiological needs of human beings,
and safety is the most basic social needs of mankind. Based on these two basic
needs, it is easy to generate talks and topics in the atmosphere of
interpersonal communication. At the same time, the psychological fear caused by
the exposure of some food safety issues in all over the world in recent years
is also likely to increase people's concern about such issues.
Secondly,
the relative privacy of the social media circle of friends and the free mobility
of cross-group communication have enhanced the public attributes and
personalization of the topic of food safety and the color of self-media
communication. For example, the circle of friends is private, but it does not
belong to the real “private space”. With the generation of “circle” and “group”
behaviors, rumors will continue to strengthen their “public” attributes and
spread them in the “public” space. , generating unpredictable huge energy and
chain reactions. In the meantime, the platform and individuals or groups that
do not necessarily have professional communication qualities have become
important media between “circle” and “circle”, “group” and “group”. Everyone is
a microphone, a camera, and a camera. In this way, institutions or individuals
who appear in the form of opinions or even prejudice play the role of media,
and thus become the de facto editor, collector or information gatekeeper of
social media information.
Third,
the main body of social media communication is usually based on “strong
relationship” and “weak relationship”, establishing the connection between
people, between people and groups, between people and the environment, based on
common interests. Or the bias of opinion, the homogeneity of social contact
subjects is stronger, and it is easier to form the effect spiral and the
information of the silkworm house, which makes the rumor appear as a
universally recognized fake face, which is more confusing.
Fourth,
the rich media of the social circle and the real acquaintance circle and the
rich media form of food safety rumors have made the rumor spread a stronger
emotional connection. Such rumors always appear in the form of reminder titles
such as "please pay attention" and "you know" or the
sensational "headline party". They often spread through graphic and
short videos, and attach acquaintances. Feelings of emotions, often with false
and real, very lively and realistic, most of the rumors still do not forget to
make "warm reminders" at the end - requesting information to be forwarded
to those who care and care for themselves. The form is eye-catching, and the
discourse is very warm-hearted, which makes it easier for people to have
emotional closeness and concern, and to strengthen people's trust and emotional
dependence. In the name of "love", many people unwittingly become the
helpers and promoters of online rumors.
The Construction of Subject
Responsibility in Social Media Communication
Despite
the existence of environment, platform, technology, skills and other reasons,
people are ultimately the most important scale in the development of science
and civilization. The most fundamental problem of rumor communication in the
social environment lies in the issue of multiple subjects and their
responsibilities.
The
main body of responsibility in social media mainly includes four aspects: one
is the enterprise organization as the operation platform; the other is the
opinion organization, individual and crowd holding the concept; the third is
the media with professional attributes; the fourth is the supervision
responsibility Management department. According to a survey conducted by the
Social Survey Center of China Youth Daily in 2015, the responsible subjects
responsible for the consequences of online rumors in the minds of netizens are
ranked according to importance: first, “the individuals or institutions that
make up” (74.7%), followed by “ The new media platform that did not fulfill the
responsibility of the customs (64.6%), once again the "related regulatory
authorities" (accounting for 56.0%), and finally the "friends who
spread rumors" (49.9%). Although this sort of doping is somewhat tolerant
of the subjective will of a particular group of netizens, it also reminds us to
pay full attention to the responsibility building of social media, and to
co-operate and build together under the premise of fulfilling the main
responsibilities of all parties. The importance of a network of integrity.
To
this end, it is necessary to enhance the social responsibility awareness of
social platforms, new media companies and institutions, and improve the
construction of media integrity systems. Timeliness, flow, and number of users
cannot be at the expense of truth, integrity, and public interest, because
freedom and responsibility are always two wings of civilization. The social
media platform should firmly establish the sense of corporate responsibility,
and should not relax the responsibility and behavioral norms of the platform
content managers themselves and the communicators because of the consideration
of freedom. Information cannot be sloppily processed because of the flow of
traffic and commercial interests. Internet companies are weighing the economic
benefits and social benefits, as the e-commerce platform must actively guard
against the sale of fake goods. The search ranking can't be high on the money,
and social media can't let the rumors fly. You can't be the initiator or the
helper of false information in order to cater to certain mindsets, tastes, and
market needs.
In
the era of open Internet, promote the presentation of real information,
actively participate in rumors, and establish an effective responsibility
system to match it. For example, through the establishment of rumors and
reporting platforms, standardize management responsibilities, attract and guide
the public, and build consensus and strength. New media platforms and
organizations must act as crackers, terminators and builders and maintainers of
network integrity with practical actions.
As
an important force of the main body of the social platform, professional news
media must uphold the professional spirit. When the watchers and gatekeepers of
the real information dissemination do not give up or relax the pursuit of
authenticity for the speed and eyeballs; the media must be sincere and
pragmatic. The user is a small secretary and a good helper. It really starts
from the people's real wishes, pays attention to the needs of users, solves
doubts and doubts, establishes an authoritative rumor mechanism, and improves
the ability of rapid response. Once rumors are discovered, correcting and
correcting in time, leaving no rumors Can take the opportunity. To this end,
the media should establish three kinds of consciousness of seeking truth, hope,
and control, and play the role of the executor, guardian, and guide of the
culture of integrity, and enhance communication, credibility, and influence.
Preventing
the generation and dissemination of social media rumors, the rational and
critical capacity building of individuals and the public is an important part.
For the majority of network users, the subject responsibility is the
establishment of a conscious consciousness, but also an improvement of ability.
Compliance with the law is the bottom line requirement, and at the same time,
it must improve moral self-discipline and network literacy. Enhance the
understanding of the media, online media laws, communication methods and
groups, strengthen the study of modern scientific and cultural knowledge;
establish a rational understanding of the social environment and social
psychology; enhance the ability to question, verify and resist bad information.
Seriously treating health issues, we must also break the pan-entertainment
mentality, not superstitious, not follow the trend, not blindly obey, not speculation,
and strengthen the "immunity" against media rumors with laws and
regulations, knowledge literacy, power and responsibility, and self-discipline.
Participate in rumors, help and drive more people to form a rational habit of
using the Internet and the spread of civilization.
From
the perspective of managerial responsibility, it is necessary to improve the
release mechanism of authoritative information, improve the timeliness and
accuracy of information disclosure, and solve information asymmetry and
uncertainty. Improve the emergency response mechanism for handling information
crisis, prompt the authorities to voice the first time, enhance transparency,
and help the public to build confidence. We must respond to the demands of
netizens in a timely manner and communicate well. At the same time, it pays
attention to the combination of unblocking and blocking, strengthens the legal
management of cyberspace, raises the cost of rumors, and establishes a stronger
and stronger green barrier to prevent rumors and poor communication.
German implementation of "Social
Media Management Law" to strengthen the social networking platform
management responsibilities
After
nearly three years of discussion, the German Social Media Management Act came
into effect on January 1, 2018. The law integrates and revamps a series of
related laws and regulations promulgated by the German Ministry of Justice
since 2015, and provides social services for content services in Germany, such
as Facebook and Twitter. The platform puts more stringent regulatory
requirements.
According
to the law, the social networking platform with more than 2 million users in
Germany is responsible for cleaning up the content on the platform that
involves defamatory, defamatory, neo-Nazi and violent content, and the social
network platform must delete the illegal content reported by the user within 7
days. Obvious illegal speech needs to be deleted or blocked within 24 hours
after the report is reported. The content of the controversial speech must also
be dealt with within 7 days after the report, otherwise it will face a fine of
up to 50 million euros. In addition, social media companies are required to
publish reports every six months to publicize the number of user reports and
their processing.
Germany
is known for its “strictness” in network supervision. The Criminal Code, the
Civil Code, the Freedom of Information Act, the Public Order Law, the Freedom
of Information and Communication Services Act, and other laws and regulations
all have illegal rumors such as governance rumors. Related terms. In response
to the publicity of xenophobic fermenting on the social network after the
outbreak of the European refugee crisis in late summer 2015, Germany has
successively promulgated laws and regulations to combat illegal information
such as xenophobic and falsehood. In April 2017, the Social Media Management
Act was passed. ", continue to increase the crackdown on the network of
illegal speech, from the investigation of illegal individual criminal responsibility
to the punishment platform is not effective, the fine has also risen from the
past few hundred euros to the current maximum of 50 million euros.
Ethics and culture of communication
in social networks
Let's
talk about the ethics and culture of communication in social networks. Despite
the fact that social networks differ from each other by the audience that is
there, and have a number of features, all the same, the basic principles of
communication and business etiquette are the same for them. First of all, you
need to remember that social network - a platform for communication. Your goal
is not just to add as many friends as possible, but to really establish
relationships with them, to become for them a true friend, an interesting
person. That's why you need to be careful with the information that you publish
on your page and the pages of your friends.
The information you post on social
networks should not be SPAM!
Since
most people registered in social networks have already turned into various
kinds of advertisers or even worse, in annoying with their unscrupulousness and
annoyance of spammers! Be first and foremost a friend, not a spammer.
Involve the audience, be a
professional!
Do
posts with your own written articles, it will allocate you among all the mass
of identical pages and accounts with a banal outpost. Further, in order to
arouse the interest of the audience you need, you need to properly design, fill
your page and adhere to certain rules for its conduct. I will talk about this
in another article.
So,
you have filled in your account, lead it according to your topic, post current
and unique information that characterizes you as a professional in your field.
Thus, you help your "friends" get what they need and increase the
number of "target friends". In this case, you also need to remember
several rules of business communication.
Rules of business communication in
social networks:
1. Regardless of the age of your
audience, always refer to them as "you". If in the course of
communication you reach an agreement to switch to "you", it will be a
transition to a closer and more comfortable communication. Initially, on you,
familiarity will not play in your favor.
2. Always check your texts
and posts for errors before they are published. Literate text, a pledge of your
Professionalism.
3. Publish only true
information about yourself, as in your account (personal information), as well
as in your texts.
4. Try to publish only the
information in which you really understand.
5. Do not be fooled by
provocative comments, remember that people are different. Do not use profanity
in comments and messages.
6. Write in essence, do not
pour water when responding to a comment or question.
7. Try to track comments and
messages and promptly respond to them.
Perhaps
someone will say that it's all boring and social networks are created for
simple, ordinary communication and stick to any rules therein in them is not
necessary. May be so. But, regardless of how and for what purposes you register
with the social networks, think about that reputation online, lose as easily as
offline. But to earn respect - this is already the result of concrete actions
and efforts. And think for yourself, with whom you will be pleased to deal,
with a polite, considerate of your interests a person or with poking,
illiterate and intemperate? Remember, in social networks, as in the ordinary
world, like you to people, so they to you!
