新媒体背景下老年群体健康谣言易感困境与纾解路径

The Realistic Dilemma and the Solution: Susceptibility of the Elderly to Health Rumors in New Media Environment

摘要: 新媒体平台的快速普及，有望帮助老年群体拓宽信息渠道，改善健康生活水平。然而，新媒体技术带来老年人健康传播机遇的同时，也存在着健康谣言泛滥的现象。老年群体的健康素养与媒介素养较低，在新媒体平台中容易成为健康谣言的受害者，也容易成为谣言的二次传播者。本研究基于接触–识别–传播的扩散链分析老年群体健康谣言的易感现状，依托“知信行”理论分析内在生成逻辑，最后从平台、家庭、个人三个维度提出“银发数字危机”的人文纾困之道，帮助老年人减少健康谣言的侵害，营造互联网健康信息传播生态。

Abstract: The rapid popularity of new media platforms is expected to help the elderly broaden their information channels and improve their health living standards. However, while new media technologies present health communication opportunities for the elderly, there is also a proliferation of health rumours. Elderly groups have lower health literacy and media literacy, and are prone to become victims of health rumours in new media platforms, as well as secondary disseminators of rumours. This study analyzes the susceptibility of the elderly to health rumors based on the diffusion chain from exposure, to recognition, to dissemination, analyzes the internal logic of generation based on the theory of Knowledge, Attitude and Practice, then proposes ways to alleviate the “silver-hair digital crisis” from three dimensions: platforms, families, and individuals, to help elderly people reduce the infringement of health rumors, and finally create an Internet health information dissemination ecosystem.