隨著自媒體的興起、網絡謠言的泛濫，中國學界對謠言傳播和謠言治理展開了多學科的學術探究，其中既有社會學、傳播學的視角，也有民俗學的視角。民俗學視角的最大特色，是將謠言的傳播和變異視作一種人類固有的文化現象。西方民俗學界早在1970年代就開始關注謠言，將之視作傳說，在搜集、整理和研究上取得了眾多成果，運用本學科的理論和方法對謠言的類型、語境、傳播和變異展開研究，不僅推動了謠言的研究，也促進了傳說學的發展。

Along with the development of We Media and popularity of internet rumor，Chinese scholars explored the distribution and management of rumor frommulti-disciplinary perspectives，including sociology，communication and folklore studies.The most characteristic viewpoint of folklore studies is to consider the distribution and transformation of rumor as an immanent phenomenon of human culture.From 1970 s，Folklore scholars in the West began to approach rumor as a kind of legend，and accumulated scholarship in collecting，classification and examination.With folkloristic theories and methods，these researches focused on the type，context，distribution and transformation of rumor，deepening the study of rumor as well as legend.