Research On The Composition And Promotion Of Government Officials’ Media Literacy Under New Media Environment

In today’s new media era, communication environment has been changedsignificantly. Facing the complex social contradictions and the strange opinion fieldcurrently，government officials who hold a range of political, economic and culturalresources，should raise their awareness, right their attitudes and choices, and increase thecontact of the media, also enhance the judgment of the media communication, raise theability of disseminate accurately and appropriately. These are the important symbol tomeasure the level of administration in the new media environment. Government officialsshould have a considerable high media accomplishment, and use it for governmentrelations, guiding public opinion, establishing the image of the government.In this paper, we use the theories of communication and journalism, and methods ofpublic relations to analysis the existing problems of government officials’ media literacy,and to propose appropriate countermeasures in order to enhance their media literacy.This paper is divided into four parts. The first part described the new challenges ofgovernment officials in this new media environment and defined the concept of newmedia. At the same time we demonstrated changes of China’s media environment fromseveral aspects as the change of transmission mode, mass communications industryrestructuring, global competition of the media. The second part, we outlined the status ofthe media literacy of government officials under the new media environment on the basisof the development process of media literacy theory. We proposed the importance andurgency to enhance the media literacy of our government officials considering the usefulexperience of foreign government officials. The third part outlined the elements of themedia literacy of government officials China’s social background. The forth partdiscussed on how to improve the government officials’ media literacy, e.g.<InformationDisclosure Regulation>、 news spokesperson system、 media literacy training andevaluation、government officials’ self-cultivation, are all needed to be considered.As the feature of disseminator and receiver as one in this new media age and theauthoritative source of news and easily-be-reported, we discussed the specific composition of government officials’ media literacy in this paper, and also explained thepractice response of government officials’ media literacy. We are in hope to make acertain reference value to enhance the government officials’ media literacy and otherinterrelated researches.