A Comparative Study Of Media Literacy Between Urban And Rural Middle Aged Groups In The New Media Environment

Media literacy has attracted the attention of experts and scholars since the rise of the word.Especially the outbreak of the media revolution in recent years,the era of audience status reversals and information explosion in exponential form.Computers,Intelligent mobile phone,digital TV,pad and other new media has become an indispensable equipment in people's lives.The scope and connotation of media literacy research is also rapidly extended.Urban and rural problems,the problem of population aging and the constantly advancing of Internet plus strategy which to study urban and rural middle aged group of media literacy under the new media environment has been put on the agenda.This paper to enhance the urban and rural middle-aged group media literacy as the cutting entrance.In the rapid development of new media technology and media social environment.Through the way of questionnaire investigation,Zhejiang province with a representative of the six cities(Hangzhou,Shaoxing,Jiaxing,Taizhou,Lishui,Quzhou)as the object of investigation.The study of new media for the daily use of middle age groups(mainly related to computers,Intelligent mobile phone,digital TV,pad,etc.)about their contact,use and cognitive.The questionnaire data using clustering(SPSS clustering significance lies in the similar level of media literacy of people together as a class),using MySQL statistics of each category of new media literacy and the determination of five grades,finally using discriminant analysis method to verify the accuracy of the clustering method.It is concluded that the urban new media literacy level is higher than that of the rural area.Education,annual income,occupation,gender also have a certain impact on the level of new media literacy.Finally,according to the current situation to raise new media literacy level of middle aged group,to set up new media literacy courses for middle aged group;middle-aged group focus on the cultivation of social participation,communication ability;shorten the digital gap between the middle aged group,between middle aged group and other groups,to achieve common development is the key of media literacy education.