Rumor is an unsubstantiated story that spreads rapidly from person to person in a community by word of mouth. It may be true or false, and it often focuses on current events, but it can also reflect a desire to see the world in certain ways. In this way, rumor has the potential to shape the behavior of crowds, for better or worse–as seen in the case of riots caused by rumors about race relations.
A key to rumor’s spread is its ability to take advantage of people’s desire for social contact and the need for information. This is why it is so powerful in a social media context, where people can interact with large numbers of other participants and spread a rumor quickly.
The speed and ease with which a rumor can be introduced, framed, refined, and integrated into existing narratives makes it difficult to stop once it starts spreading. Especially when it involves a significant event that has the potential to affect large numbers of people. For example, a rumor about the aftermath of the Japan earthquake stated that rain might contain harmful chemical substances that could lead to illness or even death. The rumor spread quickly, despite the fact that it turned out to be false.
Researchers have identified a number of factors that influence how much and fast a rumor will spread. These include situational uncertainty, anxiety and belief in the rumor. For example, an employee may hear about organizational changes that signal unpredictable future events and unexplained current ones, causing anxiety about the impact on their job security and satisfaction. Such rumors are particularly common during reorganizations and mergers, as well as layoffs.
Other contextual factors that increase the likelihood a rumor will spread include novelty and familiarity dimensions. A rumor that is new or unfamiliar to a audience is likely to attract attention and be more attractive than one that has been widely disseminated, such as the resurfacing of an old racial tension or the discovery of discarded ballots.
In addition to these factors, there are a variety of different types of rumors that can occur in any given setting. For example, bogie or fear rumors are typically negative and seek to inflame emotions (e.g., enemy surprise attack). Wedge-driving rumors aim to undermine group loyalty and interpersonal relationships.
To reduce the negative effects of a rumor, organizations should focus on detecting and diminishing each of these direct influencing factors. In the workplace, this means encouraging employees to question a rumor and providing them with the information they need to make an informed decision. In addition, they should try to address the underlying causes of a rumor and the anxieties it stirs up. This will help employees gain control over the rumor and its potential to hurt them. This can be done through training, mentoring and other formal mechanisms. However, a successful program will require a commitment to a culture of honesty and transparency that will allow for open communication.