Rumors in the unofficial discourse tell an alternative history, challenging and supplementing the official history. Through the rumors in 2012, we could gain a more comprehensive picture of the conflicts and dilemmas of the transitional Chinese society. On the basis of 671 rumors reported by Chinese media in 2012, as well as survey data, this paper analyzes the basic characteristics of the popular rumors and investigates the social tendency and psychology underlined by rumors. Thus, the paper argues that it's high time to revise strategies and measures in treating rumors. <<