自媒体健康谣言的批评话语分析——以“微信辟谣助手”44则健康谣言为例
Analysis of Critical Discourse of Health Rumors in Self-Media—A Case Study of 44 Health Rumors in “WeChat Rumor-Refuting Assistant”

近年来，健康谣言问题引发公众关注。为探究自媒体健康谣言的话语特点，文章采用了案例分析法和文献研究法，选取“微信辟谣助手”中44篇健康类谣言文本，基于费尔克拉夫的三维分析模型，从文本特征、话语实践、社会实践方面对健康谣言进行批评话语分析。自媒体健康谣言的文本特征在词汇层面表现为口语词汇、情绪词汇等的使用，在句子层面表现为祈使句、省略句等的使用，在语篇层面根据其效果特点可分为恐惧型健康谣言、宣传性健康谣言等；话语实践方面，健康谣言的内容多无明确来源，其生成原因主要包括夸大措施功效等；社会实践方面，自媒体健康谣言的传播受到社会历史环境的影响，并体现了话语权力的运作。文章旨在通过对自媒体健康谣言的批评话语分析，为健康话语在自媒体中的理性传播提供启示。
The issue of Health Rumors has attracted public attention in recent years. In order to explore the discourse characteristics of health rumors in self-media, this paper adopts the case analysis method and literature research method, and selects 44 health rumors texts from “WeChat Rumor-Refuting Assistant”. Based on Fairclough’s three-dimensional analysis model, this paper analyzes the critical discourse of health rumors from the aspects of text features, discourse practice, and social practice. The text features of health rumors are the use of spoken and emotional words at the lexical level, imperative and ellipsis sentences at the sentence level, while at the discourse level, according to the characteristics of their effects, rumors can be divided into fear-based health rumors, propagandistic health rumors and so on. In discourse practice, several contents of health rumor has no clear source, while the causes of rumors mainly include exaggerating the efficacy of measures, etc.. In social practice, the spread of health rumors in the self-media is influenced by the social and historical environment and reflects the operation of discourse power. This paper aims to provide enlightenment for the rational communication of health discourse in self-media through the critical discourse analysis of health rumors in self-media.