The Research On The Media Literacy Facing The Public In China

The media and information is influencing the society more and more, since the model of market has established in China in 1990's. One side more disorder information floats in the daily life, more kinds of media compose a pattern, more time of the public is spent in searching information among the media, and the quality of spiritual life of the public becomes closer with their consuming the products provided by the media, another side the public become more confused in face of the media, and even some begin to refuse the media. These are the signals that the construction of media literacy facing the public needs more stern attention. Most developed countries and areas in the world have joined in the activities and the research of media literacy facing the younger since 1930's, which provides feasibilities and lessons for the process of the construction of media literacy facing the public in China.The construction of media literacy facing the public in China is to be confronted with a severe situation, and needs urgently attention, through the research on the sliding down of book-reading-rate, the analysis of pop TV programs, the investigation about the pop signs used in communicating on the internet, especially the tides of media globalization and entertainment-oriented are approaching the daily life. The construction of media literacy facing the public will proceed in 3 steps, including knowing, employing and interacting with the media. The project will proceed in residential districts, schools, families, and websites, which needs more resources from high schools, media groups, related organizations and associations. Appraising the whole process can improve the project quality.The construction of media literacy facing the public will encounter more difficulties due to lacking enough resources and experiences, but the project is good for seeking democratic rights, improving the citizens' quality, establishing learning society. The construction of media literacy facing the public will be the foundational project for the arrival of the society of information and knowledge.