Rumors are a phenomenon of mass behavior and a special psychological phenomenon. They play an important role in the psychology of the masses, and knowledge of their laws allows you to control mass processes.
Historically, the emergence of mass behavior has been associated with the functioning of channels of informal information, in particular, rumors and gossip. Rumors have always existed. They cannot be eradicated and prohibited. That is why many studies are aimed at studying the characteristics of the formation and spread of rumors. After all, this allows you to control the mass consciousness.
Rumors are always false information. In the process of their circulation, any information, even true information, undergoes a series of transformations. These include smoothing, sharpening and adaptation. The smoothing mechanism implies that in the process of circulation, details that are irrelevant to the group disappear, and the plot is shortened. On the other hand, the plot is enriched with new details, and its individual components are absent. Finally, the information adapts to the stereotypes and attitudes of the group, which ultimately changes the psychological content.
Rumors can be formed from the outside purposefully as well as spontaneously. An important condition for the formation of rumors is their relevance for the audience, the presence of interest in the problem at hand, as well as the lack of information on this topic. So, obviously, information about a possible shortage of milk in Latin America cannot go into the category of Russian rumors. Such a rumor will not be of interest to society and hardly anyone will pass it on. At the same time, the most incredible information on the verge of fiction, which meets the interests of society, may well turn into rumors.
Another important contributor to rumors is dissatisfaction with information needs. The government can deliberately suppress information in order to prevent panic among the population. In fact, this can become a fertile ground for the spread of rumors and only increase panic. Often, rumors are not only promoted by the lack of information, but also by mistrust of the source of its dissemination. For example, to the official media or political leaders.
According to the Allport-Postman formula, rumor is interest in a topic, multiplied by a lack of information. It turns out that when one of the components is equal to zero, rumor will not gain mass distribution.
Rumors arise and spread to meet the needs of the people. An important psychological function of rumors is emotional release. Therefore, rumors most often arise in conditions of psychological stress. On the other hand, spreading rumors can help satisfy the need for emotional fulfillment. A favorable factor for the formation of rumors is the desire of people to experience something unusual in life, to see some kind of sensation.
Also, the spread of rumors is influenced by their indicative closeness and exclusivity of information. Many people are pushed to spread rumors by the desire to increase their prestige and social status in the eyes of others.
