Research On The Status Quo Of Urban Literacy Of Urban Elderly And Promotion Strategies

At the beginning of the new century,two big social development trends have a marked impact on all aspects of human life and trigger a strong public concern.The first is the growing problem of aging,and "silver wave" is coming.The second is the media in the rapid innovation,and "mobile digital" changes our life.In a dramatic changing media environment,how about the media literacy status of the elderly? Are they unaccustomed then choose to stick to the traditional media,or calm then learn the new technology? Are they often in the media and information critical state,or in the state of blind follow or conflict? Are they active media participants,or unconscious media onlookers? By understanding the current situation of media literacy of the physiological vulnerable groups and analyzing the multiple influencing factors and exploring feasible promotion strategies,we eventually expect the elderly to realize self-development through good use of media,then to better fit into society.This has the practical significance.Under this background,this paper takes urban elderly people as the research object,media literacy as a research perspective.Based on the actual questionnaire survey of 482 Jinan City Elderly and the in-depth interview transcript of 6 groups of elderly,I combine quantitative analysis method with content analysis method,trying to intensively present the media literacy status of this special group.Meanwhile,I expand specific interpretation from four dimensions,the medium contact and use,information processing and criticism,media participation and creation,media knowledge level,trying to provide a reference for the cities in the aspect of the urban elderly media literacy status.Study found that,although the urban elderly media contact is increasingly diverse and excessive entertainment tendency of media use is not obvious,there are still some problems.They are unbalanced in the old and new media use,excessive dependence on the old media and alienate the emerging media.They are often in information automatic processing state,then their choices are easily affected by the media.Their media participation ability is low.The media participation willingnessand interest are far more deficient than participation channels and skills.Single one-sided media cognition easily leads to emotional media use.And lack of media literacy is not only affected the elderly cognitive attitude towards the mass media,the contact behavior and using effect,more about the elderly social integration,degree of harmonious inter-generational relations and construction process of "active aging".In fact,this situation is the result of joint action of many subjective and objective factors.The decline of physical function brings powerless media use.Lack of elderly media products research and development inhibits their diversified media needs.The allocation inequality of media resource exacerbates the loss of their discourse right.Mass media gives them a "stigma" mirror image,which makes older age groups difficultly have a good media experience and higher media identity.According to these causes,the thesis finally tries to put forward the strategies of improving the media literacy of the elderly from the macro,meso and micro level.The macro level,the government departments should give elderly university that is the key force to the implementation of the elderly media literacy education with necessary policy and financial support.Social all circles ought to really consider and meet the diverse needs of the elderly in elderly media products development.The meso level,the mass media should carry out media literacy knowledge popularization and propaganda using their own advantages and it should also try to get their media identity.The community should actively use face knowledge and interpersonal relationship advantages to strive to create a good environment of media contact.The micro level,sons generation in the family should calmly teach the older generation media culture and use skills.The old man itself should also strive to break through all kinds of realistic obstacles and psychological barriers to actively use media to get self-development.And only through the joint efforts of all parties,the ascension of the elderly media literacy level will have continuity and persistence.