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1 Journal of Information, Technology and Society 2002(1) 131 A Content Analysis Study for Internet Rumors wangson@mail.ntpu.edu.tw alcohol@tpts5.seed.net.tw ) 95 Abstract Due to the characteristics of allowing anonymous users on Internet to send messages and spread to the public make an environment incubating enormous rumors. It is not an unusual event that rumors appear on the Internet. In the past, rumors need word of mouth to spread. This restricts the diffusion of rumors. However, rumors are as popular as Internet and now they could be found in all place having computers because of the rapid development of Internet. Many attributions of Internet could help the dispersing of rumors. It is worth for conducting studies for this issue. This study explored the related theory background and cases of Internet rumors. After that, this study collected 95 cases of Internet rumors in Taiwan and used content analysis to describe the profiles of Internet rumors. This would be useful for understanding the overall situations of Internet rumors in Taiwan. Keywords: Internet Rumors, Rumors, Internet, Word of Mouth

2 132 (rumors) 2001 [35] word of mouth WOMDodd[16] Kapferer[8] [22:pp. 1-16] Kapferer (official) official

3 Journal of Information, Technology and Society 2002(1) rumor gossip whisper grapevine5 [33] [30] gossip RumorGossip Rosnow and Fine[34] Rumor [8] Kapferer[22]Rumors-Uses, Interpretations, and Images Rumor () Knapp[25] 1942 Rosnow[32] deliberate Pendleton[30]

4 134 Knapp Allport & Postman Kamins, Folkes and Perner[21] parturition diffusioncontr [30][32] Dodd [16] Koenig 1.The target2. 3.The source () Shibutani [36] Allport & Postman [11][12][22]Kapferer [22] Schachter & Burdict[35] Kamin et al. () [14][30]

5 credibility Journal of Information, Technology and Society 2002(1) 135 [24][30] [4] Gunther[18] New York Times (National Enquirer) [7][9][18] [20][27] [4] 330 [23][27] () 12

6 136 9) Hoffman & Novak [19] [10] ( ) (bbs ) (WWW) (File Transfer Protocol, FTP) WWW ) (Bulletin Broad System, bbs BBS ) bbs post bbs [3] bbs Ogan(199

7 Journal of Information, Technology and Society 2002(1) 137 (a)em ail (b)em ail Listserver (c)em ail (d)b B S (e)b B S (f)b B S /MUD/IRC (g)www,ftp,gopher (h) WWW,FTP (i) ftp ( ) ( ) [1] () 1. / bbs

8 [5] Reinforcement-Effect Theory [6] WWW BBS / / 2. bbs bbs [4][37] groupthink consensus [6] bbs

9 Journal of Information, Technology and Society 2002(1) [10] 3. [15][30][33][36] Cognitive Dissonance Theory 4. Kap [8][22] bbs bbs Kapferer[22] Koenig 1.The 2.The target 3. charge or allegation The source [26]

10 Koenig [26] 46.3 (34.7%)(11.6%) 31.6% % % (33.7%) / %

11 Journal of Information, Technology and Society 2002(1) 141 (P<0.05) ( ( ) ( ( ) )

12 142 A. / / B C. / / D E F.( ) / / G. / / / 8(8.42%) 14(14.74%) 11(11.58%) 33(34.74%) 5 (5.26%) 3(3.16%) 3(3.16%) 11(11.58%) 4(4.21%) 13(13.68%) 13(13.68%) 30(31.58%) / 0(0.00%) 3(3.16%) 18(18.95%) 21(22.11%) 17 (17.89%) 33(34.74%) 45(47.37%) 95(100%) P= (0.05)

13 Journal of Information, Technology and Society 2002(1) 143 / 12(12.63%) 4(4.21%) 17(17.89%) 33(34.74%) 3(3.16%) 5(5.26%) 3(3.16%) 11(11.58%) 4(4.21%) 8(8.42%) 18(18.95%) 30(31.58%) / 0(0.00%) 2(2.11%) 19(20.00%) 21(22.11%) 19(20.0%) 19(20.0%) 57(60.0%) 95(100.0%) P= (0.05) / 9(9.47%) 2(2.11%) 2(2.11%) 2(2.11%) 13(13.68%) 5(5.26%) 33(34.74%) 4(4.21%) 0(0.00%) 1(1.05%) 3(3.16%) 3(3.16%) 0(0.00%) 11(11.58%) 14(14.74%) 3(3.16%) 1(1.05%) 0(0.00%) 11(11.58%) 1(1.05%) 31(31.58%) / 1(1.05%) 11(11.58%) 4(4.21%) 1(1.05%) 3(3.16%) 1(1.05%) 21(22.11%) 28(29.47%) 16(16.84%) 8(8.42%) 6(6.32%) 31(31.58%) 7(7.37%) 95(100.0%) P= (0.05) / [4] [4] Monen etal.[28]

14 144 Kapferer xx xx Rosnow [32][30]Kapferer [22] [13: p. 164] SIM http:// Oxford University 1998,DK Oxford Illustrated Dictionary, London: Dorling Kindersley bbs C2

15 Journal of Information, Technology and Society 2002(1) 145 [] [1] 86 [2] 82 Lowery, S. and Fleur, M. Milestones in Mass Communication Research, [3] ~29 [4] [5] 90 [6] 83 [7] [8] 81 Kapferer, J. N., Rum Interpretations, and Images, New Brunswick: Transaction Publishers, [9] 84 [10] 85 [11] Allport, G. W. and Postman, L. An Analysis of Rumor, Public Opinion Quarterly, (10), 1947: pp [12] Allport, G. W. and Postman, L., The Psychology of Rumor, New York: Henry Holt, [13] Bordia, P. and Rownow, R. L. Rumor Rest Stops on the Information Highway: Transmission Patterns in a Computer-Mediated Rumor Chain, Human Communication Research, (25: 2), 1998: pp [14] Berenson, B., Rumor and Reflection, New York: Simon and Schuster, [15] Caputo, P., A Rumor of War, New York: Basic Book, [16] Dodd, S. C., Formulas for Spreading opinions, Public Opinion Quarterly, (22), 1958: pp [17] Fisher, D.R., Runoring Theory and Internet-A framework for Analyzing the Grass Roots, Social Science Computer Review, (16:2), 1998: pp [18] Gunther, A. C., What We Think Others Think-Cause and Consequence in the Third-person Effect, Communication Research, (18:3) 1991: pp [19] Hoffman, D. L. and Novak, T. P. Marketing in Hypermedia Computer-ediated Environments: Conceptual Foundations, Journal of Marketing, (60:3), 1996: pp [20] Hovland, C., I. and Weiss, M., The Influence of source Credibility on Communication Effectivness, Public Opinion Quarterly, (15), 1951: pp [21] Kamins, M., Folkes, V. and Perner, L. Consumer Responses to Rumor: Good News, Bad News, Journal of Consumer Psychology, (6:2), 1997: pp [22] Kapferer, J. N., Rumors- Uses, Interpretations, and Images, New Brunswick: Transaction Publishers, 1990.

16 146 [23] Kelman, H. and Hovland, C., Reinstatement of The Communicator in Delayed Measurement of Opinion Change, Journal of Abnormal and Social Psychology, (21),1953: pp [24] Kennedy, G., A., Aristotle on Rhetoric: A Theory of Civic Discourse, New York: Oxford University Press, [25] Knapp, R. H. A Psychology of Rumor, Public Opinion Quarterly, (53), 1944: pp [26] Koenig, F., Rumor in the Marketplace, Dover: Auburn House, [27] Lowery, S. and Fleur, M., Milestones in Mass Communication Research, [28] Menon, G., R. D. Jewell and H. R. Unnava, When a Company Does not Respond to Negative Publicity: Cognitive Elaboration v. s. Negative Affect Perspective, Advances in Consumer Research, 26, 1999: pp [29] Ogan, C., Listserver Communication During the Gulf War: What Kind of Medium is the Electronic Bulletin Broad, Journal of Broadcasting and Electronic Media, (37:2) 1993: pp [30] Pendleton, S., C., Rumor Research Revisited and Expanded, Language & Communication, (18), 1998: pp [31] Peterson, W. and Gist, N., Rumor and Public Opinion, American Journal of Sociology, (57), 1951: pp [32] Rownow, R. L., On Rumor, Journal of Communication, (24:3), 1974: pp [33] Rasnow, R. L. Rumor as Communication: A Contextual Approach, Journal of Communication, (38), 1988: pp [34] Rownow, R. L. and Fine, G. A., Rumor and Gossip The Social Psychology of Hearsay, Elsevier Scientific Company, [35] Schacter, S. and Burdick, H, A Field Experiment on Rumor Transmission and Distortion, Journal of Abnormal Social Psychology, (50), 1955: pp [36] Shibutani, T., Improvised News: A Sociological Study of Rumor, Indianapolis: Bobbs Merrill, [37] Wright, K. B., Computer-Mediated Support Group: An Examination of Relationship among Social Support, Perceived Stress, and Coping Strategies, Communication Quarterly, (47:4), 1999: pp

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19 95. Journal of Information, Technology and Society 2002(1) 149