Challenges and Countermeasures for Mainstream Media in Combating Online Rumors under News Generalization Context

进入融媒体时代，信息呈指数型增长，技术赋权下的信息生产呈现出主体泛化、边界消融的特征，各类信息借助新闻的名义进行传播，新闻媒体所坚持的传统新闻伦理逐渐让位于流量思维，导致了新闻的泛化。网络谣言借助新闻泛化披上外衣，与媒体技术进行融合，在形式和内容上更加隐蔽，主流媒体进行谣言治理就面临更加困难的挑战。主流媒体作为肃清网络谣言的中坚力量，承担着营造健康网络环境的重任，就需要在舆论场中发挥“时度效”的作用，彰显主流媒体的引导力和影响力，营造清朗、健康的网络空间。In the era of converged media, information is growing exponentially. Under the empowerment of technology, information production exhibits characteristics of broad subjectivity and blurred boundaries. Various types of information are disseminated under the guise of news, leading to a shift from traditional journalistic ethics upheld by media outlets to a mindset focused on traffic, which results in the generalization of news. Online rumors, cloaked in the guise of news generalization and integrated with media technology, have become more covert in both form and content, making it even more challenging for mainstream media to combat these rumors. As the backbone in combating online rumors, mainstream media bears the responsibility of fostering a healthy online environment. It must play a role in “timeliness, degree, and effectiveness” in public discourse, demonstrating its guiding power and influence to create a clear and healthy cyberspace.