Research On Integrated Media Literacy Education For Media Undergraduates

In the new situation of media industry's great changes and media convergence,the system,idea and mode of traditional media literacy education are facing significant changes.Undergraduates in Communication Institutions are future media workers,and also the producers,communicators and recipients of media information with multiple missions.Therefore,this paper discusses media literacy education of Undergraduates in Communication Institutions in the current context.In order to adapt to the media pattern of the era of media convergence,mission and connotation of media literacy education needs to be adjusted.With the development of social and change of history,especially in the process of reconstructing Chinese society today,the reinterpretation and applyment of the concept of media literacy relates directly to the improvement and optimization of future Chinese citizens' quality status and the structure of the national quality.This research studies media literacy education of undergraduates in communication institutions on the basis of analyzing the present situation of media literacy education at home and abroad,starting from the influence of media convergence to media literacy,focusing on the construction of the theoretical framework and the design of teaching mode of media literacy education under the background of media convergence.The author mainly adopts literature research and investigation method,participates in the process of media literacy education,through the in-depth analysis of the literature at home and abroad,and explores integrated implementation path of media literacy education.First,through the literature research method,this paper summarizes the historical evolution,current situation and development trend of the media convergence and media literacy education.Second,analysis the context of media convergence,focus on the impact of media convergence on media literacy education,from the aspects of root and driving force,put forward the driving force of the media convergence is the requirement of information point of view,quote McLuhan's media four law as theoretical basis and demonstration the trend of media convergence is a new challenge and opportunity for media literacy.Then,this paper investigates the demand and status of media literacy of undergraduates in communication institutions,analyses the existing specific issues,and put forward the architecture of convergent media literacy education and discuss the standardized design of the aim,connotation and content.It Includes analysing the necessity of repositioning media literacy,examining the existing the core ideas of similar literacy concepts and trying to build the connotation of the concept of convergent media literacy.We think the education concept of convergent media literacy should embody the integration of knowledge,skills and attitude,complete the paradigm shift from division to integration and realize symbiosis combination of democratic participation and self construction.In general,education goals should be divided into basic level and professional level,basic level and professional level is divided into comprehensive target and level target,set from emotion,cognition,behavior and cognitive domain.Thus,content of convergent media literacy education also includes basic level and professional level.Finally,this research sets comprehensive strategies,clearly puts forward the media production ability as the core content.The author evaluates and draws lessons from the existing framework of media literacy education model,then build a framework of convergent media literacy education model;sets curriculum system according to the present situation of domestic and foreign media literacy curriculum content organization;The reconstruction of the convergent media literacy curriculum system includes three modules of basic theory,experimental teaching and innovative practice.The basic theory module takes medium development history and art history as the axis to accomplish vertical integration;Experimental teaching module makes a "process" integration of media application skills;Innovation practice module completes lateral integration of the campus learning and industry project practice;we take public opinion analysis project as an example to carry out the implementation and evaluation.The teaching practice shows that the project teaching effectively arouses the students' learning motivation.Students can take the initiative to use traditional media and new media to find resources,discuss with the members in the group,grasp the learning content and think the thematic teaching helps to improve the creation ability,cooperation ability and their ability to solve practical problems.