Abstract:When pointing out that the highly stylized "anti-fake" video content of self-media such as "Xin Jifei" may be misleading and debunked, China Food Rong Media Daily (hereinafter referred to as "CFNM") has done its best to do its best to pay attention to the "subject", "timing", "channel" and "content" of the macroscopic attention to the mainstream view of the academic circles, and the microscopic attention to the scientificity, readability and emotional evocation of the content of the rumor debunking strategy, but it is still strongly resisted by public opinion. This paper argues that in the context of the joint participation of multiple subjects in the dissemination, rumor refusal is no longer a one-way "transmission-acceptance" relationship, but a relationship between the public and the subject on rumor and rumor dispelling information. Therefore, with the help of Nvivo's qualitative research tool, this paper analyzes and compares the content framework of the commentary text below the "CFNM", "Xin Ji Fei" and the video, and finds that in the process of dialogue, the public will partially grab and reverse the argumentative framework of "CFNM" and "Xin Ji Fei" through the way of "frame poaching". Because there must be a refutation of the superficially integrated pseudo-reasonable understanding in the debunking of scientific information, and this set of argument frameworks must be at risk of poaching, it constitutes an operational dilemma for food safety information to debunk rumors.
