In this study, 174 epidemic rumors from the list of epidemic rumors from Sina News and Catch Rumors column were used as the research object, and the rumor text was analyzed based on six analysis categories including content type, focus object, corroboration method, and so on. The study found that epidemic rumors are mostly “contagion” topics, which focus on the general public. Rumor texts are mainly expressed in one or two supporting ways and appeals. Narrative is the most common, with strong fear in the texts. On the basis of the above research, this paper summarizes the text strategies of rumor: they concoct topics based on the pain points of the epidemic, disguise facts to confuse the audience, and prefer exaggerated and polarized discourse styles. Finally, some suggestions are put forward.

public health incidents  /  epidemic rumors  /  characteristics of rumors  /  rumors dissemination strategies  /  rumors countermeasures