云梦学刊

社交媒体的应用和普及使健康谣言传播的广度和速度发生了巨大变化。这既缘于社交媒体的自发传播特点和公众对健康信息的急切需求，也缘于社交媒体和用户的健康信息传播动机、标准及责任等主体因素。从伦理学角度看，健康谣言传播是部分社交媒体和用户在健康信息传播中从私利动机出发，无视基本伦理共识和自身伦理责任，将错误、虚假健康信息借助社交媒体裂变式扩散的产物。其中，私利动机对公共利益的遮蔽和裹挟是健康谣言传播的伦理动因；无视或否认基本伦理共识和客观道德标准的道德相对主义是健康谣言传播的“伦理依据”；忽视或无视共同责任和自身角色责任的“去责任化”是私利动机和道德相对主义的外在表现。应区分谣言传播情形实施差异化治理，构建伦理审查、平台考核、素养提升等长效机制，为健康谣言治理提供伦理支撑与实践启示。

The application and popularization of social media have brought significant changes in the breadth and speed of health rumors dissemination. This is not only due to the spontaneous dissemination characteristics of social media and the public's urgent demand for health information, but also related to the main factors such as the motivation, standards, and responsibilities of social media and users in health information dissemination. From an ethical perspective, the spread of health rumors is a product of some social media platforms and users, driven by self-interest motives, ignoring basic ethical consensus and their own ethical responsibilities, and using social media to spread erroneous and false health information in a viral manner. Among them,the concealment and coercion of public interests by selfish motives is the ethical motivation for the spread of health rumors;moral relativism that ignores or denies basic ethical consensus and objective moral standards is the “ethical basis” for the spread of health rumors; “deresponsibilization” such as neglecting or disregarding shared responsibility and one's own role-based responsibility is an external manifestation of selfish motives and moral relativism. Differentiated governance should be implemented based on the specific circumstances of rumor dissemination, and long-term mechanisms such as ethical review,platform assessment, and literacy improvement should be established to provide ethical support and practical insights for the governance of health-related rumors.