A rumor is an unsubstantiated story that spreads through a community by word of mouth. Despite their improbability, rumors can have significant effects on human behavior for good or bad—from the frightened residents of a small town who see mysterious dings on their cars to stock market investors whose shares dive after hearing an unfounded rumor about a company’s financial health.
In addition to its role in public life, a rumor has also become a staple of social media. As the popularity of social media sites has increased, rumors have become even more common and are often spread in real-time. This can be both a blessing and a curse, as well-intentioned responses to a rumor can be derailed by misinformation or inaccurate information.
The term rumor can refer to either a true or false story, and in some contexts is spelled ruumor (or rumour). In the past, rumor was considered a “delicate matter,” while today it’s typically understood to be an unsubstantiated statement that may or may not be true. A gossipy neighbor who spreads a silly rumor is called a rumormonger.
The modern scholarly definition of rumor is based on research by German sociology pioneer William Stern in 1902. His experiment involved a chain of subjects who passed a story from mouth to mouth, without repeating or explaining it. By the time the story reached the end of the chain, it had shortened and changed. Stern’s work demonstrated how a rumor can change as it circulates, and that people can be influenced by other people’s reactions to a rumor.
Rumors are often based on emotions and beliefs. Those factors increase a rumor’s believability, which is why it’s so important to check a rumor for accuracy before sharing it. However, there are exceptions to this rule. For example, if an employee hears another coworker say something that contradicts a policy or procedure, it is important to communicate this information clearly.
During the pandemic, a rumor that is spread quickly and in a way that is hard to verify can cause serious problems. It can lead to mistrust in government and local health officials, and cause individuals to rely on unfounded stories from their friends. In these situations, the only way to combat a rumor is to counter it with factual information.
As a result, it’s important for communicators to understand the role of rumors in society and to build a framework for responding to them. This can help to promote healthy skepticism and trust, while supporting communities and connection.
The goal is to foster an online environment where these things can coexist, and where a healthy dose of skepticism does not come at the expense of truth. By taking this stance, we can ensure that our responses to a rumor are quick and effective. In the process, we can build a stronger understanding of the motivational and informational drivers that make rumors thrive. This could help support more empathetic—and perhaps more effective—interventions.