A Study On The Problems Of Chinese College Students' Network Media Literacy

Network broadband has quickly gained popularity shortly after it had access to Chinese Mainland. Under the circumstance of media convergence, network, as a means of new media, is favored by millions of college students for its rich and colorful ways of communication. As skilled talents, college students, whose qualities are crucial to China's overall social development, will play various parts in the future. Great influences of network media have aroused heated discussions on college students'media literacy among academic circles. Network media literacy, a new area of media literacy research, covers the ability of audiences'cognizance and utilization of network media to meet some demands and requirements for free personal development."Interdisciplinary Integrated Method"is needed to conduct research on college students'network media literacy for its complexity.From a philosophical perspective of"Three World theory", network media develop on the basis of college students'real life, cause the alienation of their Objective World and result in network media effects by exerting influences on their personal Psychological World. Human remains a primary factor in human-media relationship, whose network consequences finally embody the relationship of human and the Objective World. Such relationship, therefore, sets the benchmark to judge human-media relationship and balances the differences between network media and college students'personal Psychological World. The essence of the proposition of college students'network media literacy lies in that it urges college students to properly use network media by utilizing its positive effects while discarding its negative factors, to get along with the Objective World and realize free personal development.Media literacy, according to western scholars'research, is personal behavior of literacy and can be measured by specific ways. A new tendency has come into being that academic circles use"Use and Gratification theory"for assessment of audience media literacy level and"Utility Theory"for measurement of college students'personal network media literacy level. Operating details are as follows: taking various network media using behaviors as the time standard, taking network law, ethics, social character and other confining factors into consideration, measuring utility degree of network media and exploring ways to enhance college students'network media literacy level by referring to"Choice Probability Formula"and"Media Consumption Indifference Curve". "Education Approach", which aims to enhance media literacy level, faces different difficulties in practice and triggers many scholars'doubt and reflection."Literacy Approach", which is based on media utilization, maintains media participation and"empowerment"in the same way as people's pursuing their civil rights for media communication since many years ago. Therefore, appropriate strategies to enhance college students'network media literacy level should be based on"Education Approach"and take"Literacy Approach"for suitable references. Such prerequisites as government organs, legislative powers, educational functions and other exterior factors help college students deal with objective world, take aim at full use of network media, establish double-way exchange with the outer environment through learning, practicing and reflecting, so as to enhance their personal network media literacy level, develop freely and lay a solid foundation for their realization of new era's high-quality talents.