Evaluation Of Public Media Literacy In Crisis

Nowadays, our country is in an era of public crisis-prone, the number of events is more than 10 only in 2014. The public in crisis events played a very important role, and even the direct or indirect participant, public behavior and attitude would lead the crisis to have a positive role in promoting the event, it may also hinder control and even get secondary crisis because of lacking judgment and other reasons.Despite the public for information has its own selection criteria and judgment, But a variety of factors in fact, like the crisis-prone social environment and their limited knowledge of psychology cognitive differences, inevitably the crisis, could Inevitably produce the crisis comes irrational behavior. Facing the Information explosive emergence of the crisis, The public’s ability to identify, control and criticism is weak, showing lack of media literacy.In this context, this paper choose "Lanzhou 4.10 Water benzene content seriously overweight" as a case. Researching on public behavior, attitudes, cognitive aspects of presentation of state in the event under the development process through online survey and combining paper questionnaires, focused on understanding and awareness of media respondents awareness of media literacy concepts situation, and then grasp the public perception in the media, media involvement and media using rendered appearance and characteristics, we found the public has acquired certain media literacy information, and could reach out to various forms of media to get information, but when crisis comes, public often had a irrational act to treat the crisis weakly and so determine the authenticity of information in a comprehensive and rational. For the above phenomenon and binding data, this paper analyzes the reasons for the lack of public media literacy, from the government, media, business, public four areas proposed has a more feasible solution, Including:government to promote government micro blog application, opening crisis process of public participation channels, to strengthen communication with the public; media ethics need to measure behavior, effectively guide public opinion while trying to eliminate the negative impact on the public of the grapevine and establish credibility of the media. Moreover, enterprises like this accident in Lanzhou should take the initiative to shoulder social responsibility, and timely post information about crisis, readily accept public question; Finally, for the public, media literacy general education should be strengthened. Awareness that the crisis needs more comprehensive and reasonable. The public should mobilize internal consciousness to Understand media knowledge and response to the crisis rationally.