The Study Of Government Spokespersons’ Media Literacy Under The Background Of The Information Publicity

Chinese government spokesperson system aimed at foreign propaganda wasformally established in April,1983. After a sudden public crisis, the SARS broke outin March2003, in the strong appeal of government information publicity that mediaand the public continued to require, Chinese spokesperson system started to developand improve. Today, the function of Chinese spokesperson system has not onlylimited in foreign propaganda, internal communication and doubts response hasbecome one of the very important functions.As a very important system under the background of government informationpublicity, the exist of government spokesperson system has great practicalsignificance. It is not only able to win public understanding of the government workbut also to handle sudden public crisis properly; at the same time, it could not onlycreate a positive atmosphere of public opinion for the ruling party and government togovern internally, but also set up a favorable image of China externally.Then, the core of this system, the healthy communication between spokespersonand media is very important, so, which is related to the capacity that spokespersonhow to recognize media, use media, interpret, produce and disseminate information,that is the media literacy of spokesperson. With the continual improvement anddevelopment of government spokesperson system, spokespersons have made someachievements in the area of media literacy. However, there are still severe problems inthe area of media literacy of spokespersons under the background of governmentinformation publicity.In view of this, the paper based on the theory of journalism, communicationstudy and sociology, with the research method such as comparative study, case study,on the basis of the current problems and specific requirements of media literacy ofgovernment spokesperson, for the particularity of the role of governmentspokesperson, the paper makes a discussion about the promotion of media literacy ofgovernment spokesperson from spokesperson and government these two angles, underthe background of government information publicity.The study thinks, on one hand, spokesperson could actively implement the"Regulations of China on Freedom of Information", establish awareness of service formedia, understand and use new media and train awareness of self-education strategies about media literacy to improve their media literacy, on the other hand, thegovernment could improve the current system of dissemination of information, adoptstrategy on governing with news, build new mechanisms of selection andestablishment of spokesperson, launch multi-channel media literacy training programsand construct a whole atmosphere of media literacy education in society to createconditions for the enhancement of media literacy of spokesperson.In one word, the enhancement of media literacy of spokesperson is not only therequirement by the external environment, but also the needs of his or her own workand the ruling party’s governing ability under the information publicity. So the studyof media literacy of spokesperson has some theoretical significance and practicalvalue. But, due to the lack of empirical research in the paper, future research could bebased on the basis of empirical research on the media literacy of spokesperson,combine quantitative and qualitative research methods to ensure the researchachievement comprehensive and targeted.