Research On The Media Literacy Cultivation Of College Students

The rapid development and wide application of the new media, such as micro blog, micro channel, micro public interest, micro film and so on, has opened up a new era-the " micro-era". "Micro-era" can be said to be an era of public participation and information explosion. As the most active group in this period, college students, are the group that standing at the forefront of new media applications, and the main contacts and application of the new media. The tremendous changes of the media environment of the "micro-era", which makes the media literacy of college students be challenged greatly, and also puts forward higher requirements for their media literacy. As the pillars of nation-building, Their media literacy is related to the prosperity of our country and the progress of the nation. It is very important to cultivate their media literacy. On this far-reaching "micro-era" background, theoretical research and practical work of media literacy cultivation of college students is an issue that needs to focus on.This thesis based on the background of "micro-era". Starting from the concept of media literacy cultivation and theoretical basis of media literacy cultivation, on the guidance of the world outlook and methodology of Marxism, combined with ideological and political education theory, it carries on in-depth theoretical analysis and study on media literacy and cultivation of college students, the main problems and reasons through the empirical analysis of survey data. And finally puts forward the practice path of the media literacy cultivation of college students.This paper consists of seven parts. The first part is the introduction, which mainly describes the background, significance, research methods, innovation,the summary of the research situation and problems. The second part mainly defines the concept of "micro-era", media literacy, media literacy cultivation, and summarizes the theoretical basis. The third part mainly discusses the necessity of the media literacy cultivation of the college students from six aspect. They are the inner demands of the college students’ all-round development, the inevitable choice of Ideological and political education in colleges, the inherent needs of university culture construction, the strategic requirement of improving the quality of Higher Education, the external need of building a good medium ecological environment, and objective requirements for the maintenance of social stability and unity. The fourth part is the empirical analysis of the media literacy of college students in "micro-era", and sums up five problems in the college students’ media literacy:excessive dependence on micro media, weak ability to criticize the media, low ability to use the media to develop themselves, weak network moral concepts and legal awareness, and lack of the media security awareness. The fifth part discusses the main problems and reasons of the media literacy cultivation of college students. There are four problems:college students’media literacy cultivation is still in a spontaneous state, the cultivation practice of college to students is serious short, the media literacy cultivation of mass media to students is unenough, the awareness of self media literacy cultivation of college students is absent. The reasons are deficiency of the government’s attention, deficiency of the college attention, the negative influence of the media environment, the negative influence of the social environment, students’own deficiency. The sixth part mainly expounds the content of the media literacy cultivation of college students from the six aspects, including basic knowledge and theory of media, the discriminative ability of the media information, the ability of receiving, production, innovation and spread, the law, moral and security awareness of media, and the ability to use media for oneself.And expounds the goal of the media literacy cultivation of college students from three aspects, including the goal of national development, social development and personal development. The seventh part puts forward the practice path of the media literacy cultivation of college students from five aspects, including government regulates and guarantees, the university plays the main role, the media takes the social responsibility, the society plays its important role, and the college students strengthen self cultivation.