Shulou(Shulou.com)06/02 Report--

You must remember this at the moment:

On the evening of January 31, a media post on Weibo said: the reporter learned from the Shanghai Institute of Medicine of the Chinese Academy of Sciences that a joint study by the institute and Wuhan virus Institute has preliminarily found that Shuanghuanglian oral liquid, a proprietary Chinese medicine, can inhibit novel coronavirus.

As soon as the news came out, the whole network of e-commerce Shuanghuanglian oral liquid was out of stock 15 minutes later, and people in some areas lined up to buy Shuanghuanglian in front of the drugstore all night regardless of the epidemic. There is even a farce of animal Shuanghuanglian and even double yellow lotus paste moon cakes out of stock.

Fortunately, on 1 February, many experts and authoritative media such as "People's Daily" came forward to clarify the news, pointing out that inhibition is not equal to treatment, nor is it equal to prevention, and viral experiments can in no way represent clinical trials. At the same time, remind the public that the national ADR test report has long pointed out that Shuanghuanglian mixture has many adverse reactions and is not suitable for easy use. After the rapid and authoritative popularization of science and the rectification of the name, the "Shuanghuanglian fever" ceased in less than a day.

Under the epidemic, it is clear that any information can be easily magnified. From the pros and cons of the Shuanghuanglian incident, perhaps we can best see the importance of information explosion and management under the epidemic.

A message can detonate the whole network in a short time, trigger inestimable adverse reactions, fast and transparent response can also eliminate the side effects of misunderstanding information in one day, and ensure the stable operation of anti-epidemic work.

When it comes to the word "information governance", people may think more of the slow-stewed water mill efforts such as the improvement of mechanisms and cultural construction. But in an epidemic, every rumor may be a matter of life and death, and every piece of knowledge may be priceless.

The information governance at this time seems to have become the fast sword punk in Gulong's novels-nothing else, but fast and accurate.

Back at midnight on the 31st, the "Shuanghuanglian" news came out. The Baidu index of the key word "Shuanghuanglian" soared to 105152 from 1617 the previous day, up 6403%.

The cause of this data is the rapid explosion of news, and the result of this index is that authoritative media and professional organizations quickly capture the necessity and focus of response from big data.

When the cause of the ultra-rapid spread of information, the results of the information platform, big data and authoritative sources, this smoke-free battle, which is fast and fast, is also related to the war situation and life.

From the 15 minutes of Shuanghuanglian to the information panic under the epidemic

At midnight on the 31st, when you see the news of Shuanghuanglian, you will probably open the e-commerce APP and start placing orders within a few seconds, and then share the news with the group of relatives and colleagues. This series of operations has long become the muscle memory of the Chinese people.

Under the epidemic situation, the group memory of Chinese people is extremely sensitive. Through the habits of e-commerce, social communication and video sharing in the mobile Internet era, all kinds of group memory can easily rise to violent group action.

French sociologist Maurice Harbvach first put forward the concept of collective memory in the early 20th century. He believes that emotional impulse, the implication of words contained in collective memory, as well as exaggeration and blind obedience to group information will lead to the impact of collective memory into collective behavior in a short time.

The higher the degree of modern society, rumors, false information, the public misjudgment of information, but may lead to higher intensity collective behavior through the highly developed social media. In the Encyclopedia of Sociology, Adam Cooper sums up the three inducements of collective behavior as: social and cultural induction, situational factors, and individual intentional incitement.

It can be seen that when the epidemic comes, these three factors have been fully conceived. Compared with the rumors of SARS in 2003 and the salt storm after the nuclear power plant accident in Japan in 2011, the misinformation and rumors in this epidemic obviously fermented faster. Often a message translates into action within a few hours, leading to extreme cases.

But if we look back on the information governance situation in the epidemic over the past few days, we may be a little surprised that few rumors have caused sustained, large-scale losses. For example, the life cycle of a rumor is so short that it does not have the effect of grabbing salt for many days in 2011.

This information governance war is entering a fast-hitting cycle based on the process of information platform.

Mobile era and Anti-epidemic Battlefield: information Governance campaign at the moment

If the living habits of the mobile era objectively make it possible to accelerate the flow of bad information, then fortunately, the platform and centralization of the way of obtaining information in the mobile era has made the accelerated flow of information "the only way". This makes the defensive warfare of information governance supported by cities and fortresses, and ultra-high-speed governance is also possible.

In the mobile information age, social networks, self-media, information flow, search engines and video platforms constitute the five basic channels for us to obtain information. In such a situation of information circulation, as long as the platform responds at a high speed and opens up information communication channels with authoritative media, experts and management agencies, positive information can stifle false information and rumors at key points. This is the basis for us to understand the rate of information governance in this epidemic.

Since we admit that the best way to deal with rumors is not to wait for fermentation, but to carry out information governance as quickly and most targeted as possible to cut off the chain of rumor dissemination, then from several major national-level information platforms, we can see how the epidemic-related information management has been specifically completed.

Based on the information hedging method and the technology implementation model, we can divide the information governance war under the epidemic into the following modes:

First, the bridge model to establish the flow channel of authoritative discourse.

To make information governance happen effectively, the first thing we should do is to let positive voice, rational analysis and objective reports flow to the audience, that is, to open up the high-speed transmission bridge of information to the audience. This model represented by Weibo, various authoritative media Weibo rolling real-time broadcast, as well as the real-time update of epidemic-related information, can affect the audience as quickly as possible. The limitation of this model may be that the audience affected by Weibo must have real-time attention to Weibo and often refresh its usage habits.

Second, the building model, in the only way for users to carry out information governance.

Compared with Weibo, Wechat obviously has more value of national products. Elders in families and residents in suburban counties and rural areas may not have the habit of using Weibo, but Wechat is a must for manpower. Therefore, to set up an epidemic update and dispel rumors window on such a platform is like building a tall building in the information chaos, so that everyone can see authoritative information for the first time. To this end, Wechat in the "take a look" in the top "real-time dynamics of the epidemic", lowering the transmission threshold of positive information.

Third, the urban hub model, information flow, search and big data integrated information warfare.

Another fact that must be seen is that information governance under the epidemic is not just an one-dimensional flow of information. People not only need to see authoritative information for the first time, but also face all kinds of confusion and opinions about their own situation, users need to take the initiative to understand the relevant information and get an accurate reply. From the perspective of the subject of information governance, the topics that people are concerned about are often the information governance nodes that need to be responded to at the first time.

This requires the urban model of information governance: to integrate various needs and establish an authoritative information transportation network extending in all directions.

Baidu App can be seen as a key platform for information governance in this epidemic. From the technical logic point of view, this is because Baidu App itself has a high degree of information integration and functional comprehensive characteristics. Information streams, search engines, real-time data report carriers, and exits of various Mini Program and information functions. This means that users not only get information on Baidu App, but also search for answers on Baidu.

Users' questions and feedback on all kinds of information have formed the intersection of positive information and authoritative media on Baidu App, and Baidu Index has become the primary embodiment of this intersection.

The Shuanghuanglian incident is the effective embodiment of this value. After the incident, search for "Shuanghuanglian" in Baidu App, and relevant topics will appear at the top, including the relevant responses of the Shanghai Institute of Medicine, authoritative media such as "People's Daily", as well as the interpretation of authoritative experts, to help users understand the context and avoid unnecessary trouble immediately.

In the whole logical chain of "rumor-public doubt-Baidu search index rise-Baidu platform refute rumor-search index decline", we can see that the generation and cut-off process of rumor spread chain is clearly visible. This also provides the feasibility of technology, platform and information channel for "Quick Sword to cut off rumors".

Since the emergence of the epidemic, Baidu App has launched a number of services such as hot search list, search for big data report, real-time big data report of the epidemic, migration map, dispel rumors of the epidemic, doctor consultation and so on. Baidu App has linked up with hundreds of mainstream media accounts such as CCTV, World wide Web, Phoenix New Media and thepaper.cn to establish a special area for identifying rumors. Users search for keywords such as "novel coronavirus" on Baidu App, and can check the authoritative refutation of rumors at the "Don't believe these rumors" entrance of the search results, or at the "identify rumors" entrance of Baidu App Anti-pneumonia Channel.

In addition to real-time information and authoritative reports, Baidu App users have access to communication with doctors, authoritative answers to a large number of questions, and a variety of anti-epidemic-related data and services during this special period. Authoritative media, relevant departments, platforms and users have established a pluralistic, transparent and real-time communication mode on Baidu App, which is irreplaceable for one-dimensional information transmission, and it is also the key for information governance to move to a new level of efficiency under the epidemic.

As can be seen from the Baidu index, the popularity of searching for "rumors" has soared 10-fold since the outbreak, indicating that users already know and are willing to take the initiative to identify and expel rumors. In the case of heightened vigilance of the people, efficient work of the platform, and experts releasing authoritative information at the first time, in fact, we have witnessed a blitzkrieg of epidemic information management.

How did Alfy's sword come from?

Perhaps the many experiences and lessons related to the epidemic have not yet been stopped to summarize and sum up. However, information governance under the epidemic is an exception, because the relevant fields must be improved in real time, evolve at any time, and use Internet thinking and technology systems to ensure the stability of the battlefield of the epidemic and the lives of the people.

Then perhaps we should take a look at the key nodes that make up this "punk's fast sword" why the information management related to this epidemic can be realized quickly and accurately.

First, authoritative sources are highly integrated.

Obviously, the base of information governance is the authoritative source of information. In the mobile era, in order to improve the efficiency of information governance, authoritative sources must be processed on the platform, which is a high degree of integration of circulation channels. Because it is difficult for users to be distracted to seek the source of information on a large number of platforms, only when the platform integrates more authoritative information and authoritative communication channels, can the loss of information be reduced to a minimum.

For example, through big data provided by Baidu, we can find that since the outbreak of the epidemic, the issues that people are most concerned about are: what is the coronavirus, the clinical manifestations of COVID-19, the route of transmission of the coronavirus, who are easily infected with the coronavirus, and how to prevent the coronavirus.

In this regard, well-known experts such as Qiao Guibin, director of thoracic surgery of Baidu and Guangdong Provincial people's Hospital, qu Jingdong, deputy chief physician of the second affiliated Hospital of Harbin Medical University, and Sun Siqing, deputy chief physician of respiratory department of Nanjing chest Hospital, gave detailed answers, which are shown in the search results.

Through the platform as the middle layer, the integrated diffusion of questions and answers is the primary key to improve the efficiency of information governance.

Second, efficient feedback, fast pace to break the chain of false information dissemination.

The duel between authoritative information and rumors is essentially a chase. Good people not only need to run fast, but also need to predict the pace of their prey. Just imagine, if experts and journalists do not know in real time what rumors have arisen and where the public is concerned about nodes, then the release of content and information tracking will easily be misled by subjective feelings and information limitations, and will always be left behind by rumors and inaccurate information.

In this case, the big data system provided by the information flow and search engines, such as the Baidu Index, provides the possibility of "footing the enemy first". Platforms, media and experts can predict the transmission chain of false information based on the data, update the information at the first time, and track the effect of clarifying information at the first time, so as to run faster than false information.

Third, multi-directional understanding and communication to ensure the reuse value of big data.

A deeper level of information governance needs, so that the platform and authoritative media can not always "clarify", but should put the knowledge there, so that users can take it by themselves at any time, improve their understanding of the epidemic, enhance their knowledge of prevention and control, and be nervous and orderly. Take your time. This requires that on the platform side, the interactive flow based on information shapes the channels of dialogue and mutual understanding. For example, Baidu App provides a variety of data services, such as search and authoritative answers, access to ask doctors, and spatio-temporal big data, so that people have more rights and feasibility to know actively. Then based on the cognitive data released by the public, in turn, quickly update and integrate authoritative information, so that information governance is in a virtuous circle.

Punk's sword is a chain of technology, data and authoritative information. The mobile era has brought a hotbed of high-speed transmission of false information that has never been seen before in human history. at the same time, the mobile industry pattern established by Baidu and other top technology companies, coupled with the search engine usage habits accumulated by Chinese people over the past 20 years, has also built an efficient information dissemination channel that has never existed in history, and finally let false information have nowhere to hide and be exposed in real time under the eyes of big data system.

Rumors are faster because of technology and habits, and information governance is faster because of technology and habits. This is punk's swordsmanship-fast swordsmanship.

The national-level "information platform-search engine-big data" system is forming a strategic highland in the information governance campaign.

Although we have faced greater difficulties in the face of this epidemic, we will eventually reach victory faster than ever before, because we have different weapons in our hands. An era of science and technology is a strong shield to society and a fast sword to the epidemic.

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