On Microblogging Users Of Media Literacy, Media Perspective

Media literacy, as an import concept in Chinese academic circles, has changed with different media and been also changed by new media. In terms of "Literacy", it has a comparatively pretty board definition. In the media environment, the traditional media, such as newspapers, television, broadcast, etc., emphasized the controlling force to the information transition. However, to some extent, with the emergence of the "we media", micro-blogging, which represents as the most typical "we media", overthrew the traditional transmission mode. The relationship between the communicator and the audience is no longer the "one-to-many ". At the same time, to the relevant study on the media literacy of the audience has changed a lot, namely, many theories have been proposed that, like "liberation theory" and "empowerment theory", which objectively bear the responsibility for improving social culture quality.The research of the media and the change of the media literacy illustrate that not only scholars but also the society require much higher standard to the public's media literacy which accompany with a burgeoning of new media forms. Therefore, the using of the micro-blogging is no exception. The study of theories and cases shows that the micro- blogging can be considered as a totally different media from previous transmits modes and there are a plenty of media literacy problems which relate to micro-bloggers exist. Thus, studies of how to educate and how to enhance the media literacy of the audience have theoretical value and practical significance.This dissertation is generally based on theories of the media literacy and uses characteristics of the micro- blogging as entry point to analyze the media literacy of micro- bloggers. The main part of this dissertation is divided into four parts. Firstly, it discusses the connotation and actualities about studies of the media literacy in the western countries and in China. In the third chapter, it introduces conceptions of "we media" and micro- blogging, moreover, the dissertation analyzes its connotation and characteristics by using specific data and theories as well. In the fourth chapter, the author analyzed the present media literacy condition of macro-bloggers on the base of three typical micro- events including pros and cons. In the fifth chapter, it talks about the relationship between the media literacy and the macro- blogging and the author tries to give constructive suggestions about how to enhance the media literacy according their relations.