The spread of rumors is an important topic in group communication,and it also plays a significant role in the polarization of public opinion in the new media era.The development of new media technologies has brought about changes in the spread of rumors,including increased speed,wider reach, and greater impact.As a result, the rumor propagation characteristics has been continuously adjusted.It is suggested that causes of rumors in the new media environment include acting as improvised news, emotional catharsis,reducing environmental uncertainty and attracting the netflow.Given the crucial roles played by the public,media organizations, and government institutions in the process of rumor propagation,four strategies for controlling rumors are proposed.