A content analysis of internet health rumors

This study used content analysis method to investigate Internet health rumors on Rumor Breaker, specifically on the characteristics of content and format, the similarities and differences by themes, and the comparison of health information and health rumors. The results of the study indicated that the most common theme of health rumors is health and prevention information. The health rumors commonly described the influence of "particular behavior" and "specific food or appliances" on one's health; also most of the health rumors didn't specifically mention when or where the events happened. To make the information more persuasive, the health rumors provide "statement from professional" and "personal experience" as evidence and proof. 30% of the health rumors would describe the events in first person narrative. Half of the health rumors are set to come from doctors and one's personal, family and friends' experience. It's much familiar to the receivers by narrating the event or reporting the event as news. The characteristics of all themes of the health rumors are similar to the characteristics of all rumors under investigation. Also, there are less different characteristics between the verified information and the rumors. This study hopes to provide a guide for verifying health information, and to support health promotion and education through literacy in identifying rumors.