THE SPECIFICS OF RUMOR DISSEMINATION MECHANISMS INCHINESE SOCIAL MEDIA

The aim of the article is to analyze the phenomenon of rumor dissemination in Chinese social media and the mechanisms of their transmission. The research is based on the theories of media virology, mass communications, and socio-psychological concepts of information spread. The methodological framework includes content analysis of rumor propagation on the WeChat social network. Thestudy is based on 299 messages verified as rumors by the “Rumor Refutation Assistant” system on WeChat from 2023 to 2025. Key thematic clusters of rumors are identified, and four main mechanisms of their dissemination are defined: emotional triggering, referential trust, group polarization, and algorithmic amplification. The structural and functional characteristics of rumor circulation in Chinese social media are determined, distinguishing them from Western platforms. The research results demonstrate the correlation between rumor typology and their dissemination patterns within the context of China’s regulated digital media environment.