Research On Media Literacy Of WeChat Users In Public Health Emergencies

With the development of new media technology and the richness of media form,the audience has become the user in the Internet age.They are both media information recipients and media content producers,which affect all aspects of communication activities.On the one hand,public health emergencies have happened more frequently These years.On the other hands,the emergence of WeChat has broadened the channels of such events.The user obtains information of the event progress and express their point of view by the WeChat,more and more users are involved,which brings more exposure of such events within a short time.The media literacy of WeChat users at the time of network involvement affects the solving of public health emergencies.In addition,the media literacy of WeChat users shows complex and diverse due to the lack of systematic media literacy education in China,which increases the noise in the spread of public health emergencies.Therefore carrying out "research on media literacy of WeChat users in public health emergencies" is focused on the solution of public health emergencies and the major breakthrough of media literacy education in the context of the changing media environment.In order to.explore media literacy of WeChat users in public health emergencies,this paper uses the combination of theoretical research and empirical research.Based on the summary of the existing research results of media literacy,the researcher tries to summarize the connotation of media literacy of WeChat Users.In this paper,the researcher agrees on the definition of "Media Literacy Center" in the United States,and explains further the five core vocabularies including "approach""analysis""evaluation" "creation" and "participation".Finally this paper decomposes the media literacy of' WeChat users into four abilities:"the ability of media cognitive""the ability of informationg interpretation""the ability of text creation" and "the ability of social participation".On this basis.the researcher constructs the evaluation system of media literacy of WeChat users,which is combined with the characteristics of public health emergencies and WeChat users.And then the researcher takes "Shandong Vaccine Event" as an example which has a wide range of influence in 2016,and designs and revises the questionnairewas about media literacy of WeChat users in"Shandong Vaccine Event".To survey on the media literacy of WeChat users,the researcher selects Quancheng Square and Honglou Square in Jinan to carry out the questionnaire.The survey found that the media literacy of WeChat users showed a low level in the "Shandong Vaccine Event",which is highlighted in the following:users show centralization and dependence in terms of media use,users receive information through multiple channels and lack the critical acceptance,users are exactly active and emotional in terms of text creation,users are actively engaged in social participation and shows "bubble-like prosperity".Based on the current situation about media literacy of WeChat users in"Shandong Vaccine Event",the researcher selects "factor analysis" model to investigated the factors that affect the media literacy of WeChat users in public health emergencies.The researcher divides these influencing factors into individual factors,media factors and social factors,which directly or indirectly affect the media literacy system of WeChat users.Among these factors,individual factors include psychological cognition and personal motivation,media factors include media characteristics,media interpersonal relationship and media environment,social factors include the solution of public health emergencies,the management of WeChat and media literacy education.The researchers believes that improving the media literacy of WeChat users in public health emergencies has become an important part in advancing the event and building a harmonious network environment.Therefore,this paper focuses on improving the media literacy of WeChat users in public health emergencies in the last.This paper tries to provide some constructive suggestions to improve media literacy of mWeChat users including media cognition,media literacy education and government management,which also makes the paper realize the leap from theory to practice.