The Empirical Study Of The Chinese Digital Natives’ News Consumption Attitudes

As time changes,China’s 80s&90s Generation(also known as the digital native),have become the backbone of Chinese society.Among the Internet users in China,the 20 to 29 age group(over 221 million)accounted for 30.3%,the highest proportion in all ages.In the field of consumption,Chinese digital natives has become the reformer of the domestic payment and consumption.The impotrance of Chinese digital natives and the urgency to transform of the media,have called on more scientific,more systematic research on this group.Thus,this article selects the Chinese digital natives as the research object,establish index system of news consumption attitudes and social structure factors which influence news consumption attitude.Using questionnaire survey to get 523 valid data.Then use the Statistical analysis tools to analysis the data,found that the Chinese digital natives news consumption attitude vary a lot from each other.Besides,the social structure influence the Chinese digital natives news consumption attitudes.Accordingt to the findings,the article puts forward some advice to news organizations.As a whole,news consumption attitude of the Chinese digital natives are positive.Results show that Chinese digital natives can be divided as "positive news consumer","neutral news consumer" and "negative news consumer" according to their different news consumption attitudes.Among them,the positive and neutral group accounted for more than 90%of the informant.The Chinese digital natives news consumption attitude vary a lot from each other.People of different gender,age,level of education,occupation and income have different attitudes toward news consumption attitude.It is worth noting that region will not affect Chinese digital natives’ news consumption attitude.It shows that the digital divide in this group began to narrow.In addition,the social structure’s influence on Chinese digital natives’ news consumption attitude is remarkable.Among them,the media environment factors and peer group influence Chinese digital natives a lot,but the effect of family environment on news consumption attitude was not significant.According to the results of statistical analysis,the article gave some suggestion to journalism on the strategy formulation.