An Investigation On The Audience Of College Students In Yunnan Colleges And Universities

The mass media is a social justice which responsible for promoting publicinterests. Microblog, Wechat and other social media are hot spots in recent years.Wechat users had been exceeded to six billion till the end of2013. News mediapattern is silently changing. Meanwhile, scandals of press lead to enormousdestructive influence on the credibility of the media. Therefore the research of mediacredibility now is significantly valuable.This research adopts empirical methods and is conducted to investigate the mediacredibility among university students.Overall440questionnaires were distributed inYunnan Normal University,Yunnan University and Kunming University of Scienceand Technology.It includes220for Chinese students and220for foreign students.To learn how the Chinese students and foreign students in university evaluateChinese media credibility. To learn comparative credibility and absolute credibility ofChinese mass media.To investigate the contact situation with mass media and verifyrelevance between media credibility and contact situation. In burst news event,the usetendency of media and correlation with the credibility. To learn how the students fromdifferent countries evaluate news resource credibility from different countries.To markthe performance in various credibility dimensions.In terms of different purposes, the research adopts a variety of assessmentmethods.Such as direct score,to select the most trusted media in several media andmulti-dimensional scale evaluation.Using SPSS statistical analysis of survey data, I concluded that:(1)Theinvestigated audience think the degree Chinese mass media reflect the truth is61.43%.The media truth is not objective truth.(2)Network media become the mosttrusted media among university students,beyond the television.The absolutecredibility score of the mass media is all less than7points.(3)Media credibility is notrelevant to contact situation.Network news media use trend is still rising.(4)Refer tobreaking news,university students tend to use network media,accounting for85.3%,followed by television.But the choice is not related to the mediacredibility.(5)Most Chinese students believe their own mainland media, but theforeign students are more believing the media in Europe andAmerica.(6)Television,newspaper and broadcasting have highest score in authoritative dimension.News magazine and network news media got highest score in newsprofessionism dimension.