Chinese Media Literacy In Local Vision

The idea of "media literacy" gained its first appearances in the works of some British scholars and Danish educators in 1930's. Given its important role in modern media society, many countries, especially developed countries, actively carried out the study and practice of media literacy work. With the involvement and outreach of UNESCO, media quality has been a national consensus, which is called "media literacy movement" by some researchers.For the lower level of introducing and sorting foreign research results barely, researches on this topic in China have not yet achieved qualitative leap by now, although Chinese scholars in press and educational circles have paid close attention to it gradually. Indeed, because of different political, economic and media environment, the theoretical foundations, orientations and educational contents of media literacy are not the same in different countries and areas, and thus require the localization for our media literacy. The main purpose of this dissertation is to demonstrate the necessity and urgency of introducing media literacy into China through comprehensive understanding of the concept and development process of media literacy, and derive a practical and reasonable blueprint for implementing it according to China's specific conditions.This dissertation consists of four parts. The first part introduces and sorts the concept, principles, objectives and significance of media literacy. The second part makes a detailed analysis of the necessity of launching media literacy in contemporary China. In the third part, the argument is based on the sharp social transformation in China. The dissertation points out the factors which will influence and restrict the launching of media literacy. The last part attempts to derive a scheme for launching media literacy in line with China's national conditions, including values, the main, content, target audience and means of media literacy, so as to make a useful exploration and experiment in media literacy localization.