An allegory of Fama and Historia: rumor studies, collective memory, and semiotics

Abstract Compared with history, which is a compendium of statements of what happened in human past, rumors are a fleeting phenomenon that escapes scholarship from historiography. However, rumors, as the manifestation of local beliefs and the power relationships at the time, can expand the horizons of history by providing decentralized perspectives towards various events. The semiotic relationship between rumor and collective memory delves into respective cultures of social groups on both synchronic and diachronic planes. On the one hand, collective memory provides an integrated framework of rumor studies, which can be stratified by different layers, reaching different depths of the collective concern. On the other hand, it can contextualize rumors in the rich archive of cultural texts preceding rumor texts. In this regard, collective memory functions both as the corpus for rumor discourses to generate and as the context for such discourses to mesmerize the public by pre-selecting the audience as model readers, especially under a particular social concern. Moreover, these discourses can be sedimented for future recurrence of rumors of the same schema under certain social circumstances, which demonstrates the dynamics of culture as new rumor texts are generated out of the cultural context. Rumors, therefore, are framed in cultural history, which leads to further discussions on explosion as a cultural phenomenon.