Research on Rumor Monger Motivation Based on Psychological Projection Perspective and Big Data Analysis

Exploring the motivation of online rumor public opinion transmission is helpful for the management department to accurately detect and control rumor public opinion through different types of rumor transmission characteristics. Psychological projection theory is used to explore the projective relationship between rumor propagation motivation and behavior. Firstly, the projection process of rumor propagation is analyzed. Secondly, using Maslow's Hierarchy of Needs Theory to analyze the relationship between the psychology of rumor dissemination and user needs. Thirdly, explore the internal mechanism between different psychology and motivation of network users. Finally, the causal relationship between different behaviors and motivations is analyzed and the public motivations and demands implied behind the behaviors are interpreted. It is found that the communication psychology of users is categorized into a total of seven areas such as anxiety, panic, altruism, and self-interest. The network users' motivation of rumor spreading can be divided into four types: information acquisition motivation, self-actualization motivation, emotional catharsis motivation and entertainment and social motivation. Network user behavior can be divided into three types: spectator participation, discourse participation and communication participation. The results show that using the psychology of rumor users to reverse analyze their behavioral motivations is helpful for the management department to grasp the characteristics of different types of rumor propagation more accurately, and further improve the efficiency and effect of rumor detection and management.