A Study on Rhetorical Strategies of Health Rumors on the Chinese WeChat Official Account Platforms

Abstract

Social media has become a primary arena for the public to access health information, but it also serves as fertile ground for the spread of health rumors. This study employs a mixed-methods approach, combining qualitative and quantitative analysis, to examine 4,268 health rumors circulating on Chinese WeChat official account platforms. The research investigates these rumors from two perspectives: their prevalent themes and their rhetorical functions. The findings reveal that: 1) rumor themes are concentrated in areas such as disease and dietary health, influenced by factors such as social events and national policies; 2) the persuasiveness of health rumors stems from the use of three rhetorical strategies: ethos, logos, and pathos; and 3) these rhetorical strategies do not operate in isolation but are mutually reinforcing, collectively enhancing the persuasive power of health rumors. The study reveals the underlying logic of textual construction in health rumors and provides a theoretical basis for debunking such rumors and promoting health literacy education.