Investigation And Study On College Students’ Media Literacy Under The Theory Of Use And Gratification

With the rapid development of technologies, the types of mass media with which thecollege students now can come into contact in the rapid development of science andtechnology era become more and more. There is no doubt that the college students canbroaden their horizons and enrich their knowledge and get many other benefits bycontacting with the mass media. As a double-edged sword, mass media brings advantagesfor the college students, but at the same time it inevitably has a side effect on the healthydevelopment of college students, even some students become too addicted to the Internetand neglect the importance of their studies. Therefore, it is very important for collegestudents to strengthen their media literacy which can enable them to choose the mediainformation rationally that is beneficial to the healthy development of their mind and body.This study intends to use literature analysis, questionnaire survey method andstatistical analysis method to start the research. This paper first introduces the researches ofmedia literacy from scholars at home and abroad, the concept of media literacy and thetheory of use and gratification in the field of Communication and the relevant motivationtheory. This paper studies the media literacy of college students coming from sixuniversities which are Soochow University, Beijing University of Aeronautics andAstronautics, Nanjing University of Information Science and Technology, Xuzhou NormalUniversity, Southwest University of Political Science and Law and the Xinxiang Institute.This paper analyses the media literacy of college students from three aspects of media usebehavior, media use motivation and media use attitude combined with the perspective ofuse and gratification theory. It summarizes the media literacy problems that exist amongcollege students and analyses the reasons that cause these problems. In conclusion thepaper gives measures and strategies for the improvement of college students from threeaspects of mass media, college students themselves and school education.