The Research On The Media Cognition And Use Of China’s Grassroots Cadres In The New Media Era

Grassroots cadres,as a special group,have a large number and a large foundation.They are the cornerstone of the cause of the Communist Party and the state,they are also the "last mile" of national policy implementation.Besides,grassroots cadres directly contact the people,their words and deeds are directly related to the government’s image,and they are more directly and widely supervised by the masses.In the new media era,the cognition and use of media by grassroots cadres are not only related to their ability to govern,but also directly related to the immediate interests of the people.Since the 2016 government work report put forward "Internet + Government Services",various provinces and cities have stepped up popularization with remarkable results.General Secretary Xi Jinping has pointed out many times that leading cadres "must enhance their ability to deal with the media and be good at using media...to promote practical work".All these have put forward some new requirements for the grassroots cadres’ media capabilities.At the same time,new media is changing with each passing day,and its form,characteristics,and mode of communication are all different from before,which gradually affects and changes the working methods of grassroots cadres.In order to gain a deeper understanding of China’s grassroots cadres’ media cognition and use capabilities in the new media era,and to understand the actual effect of "Internet + government services",this study was specifically conducted.Identify problems on the basis of research status and try to propose solutions to the problems,so that grassroots cadres can better adapt to the new media environment,improve their media cognition and use level,and further enhance the service level and work ability for the people.Based on the existing research results of media literacy,this study deconstructs the components of media literacy into two aspects: media cognition and media use.It mainly uses questionnaire surveys and in-depth interviews to study the media literacy of cadres in the Y district of K city.The paper is divided into five chapters: the introduction explains the significance of the selected topic,sorts out the current media literacy research results,clarifies the research direction,briefly summarizes the research methods and innovations,and clarifies the research ideas.The first chapter is to analyze the media environment faced by grassroots cadres in the new media era.While the new media brings a lot of convenience to the work of grassroots cadres,it also exposes grassroots cadres to many unprecedented challenges: such as the complication of the ruling environment and new challenges to work capabilities.The second chapter is the questionnaire survey and current situation analysis.Taking the grassroots cadres in the Y district of K city as a sample,divide the cognition of media into four aspects: the positioning of media features and functions,the ability to discern information,the understanding of new media concepts,and the cognition of the nature and social role of media;media use is divided into four aspects: ability to use,duration of use,carrier to use,and interactive form.After the study,the following characteristics were found: the grassroots cadres’ media cognition is positive overall,but there are some deficiencies;the media use ability is strong,but the level of interaction is low;Gender,education,and job level affect the media use of grassroots cadre;"Internet +government services" failed to play its due role.The third chapter analyzes the reasons for these current situations from five aspects: the root cause,individual,unit,mechanism,and digital divide: Weak sense of serving the people,some grassroots cadres have misunderstandings about new media;serious lack of media literacy education and training;lack of corresponding management mechanism and reward and punishment mechanism;the digital divide makes it difficult to promote "Internet + government services".The fourthchapter is the conclusion part.On the basis of the previous research,explore five effective ways to improve the cadre’s media cognition and ability to use: firmly establish the sense of serving the people,change the mind,strengthen training,mechanism incentives,,improve technology.To provide strategies for improving the cognition and use of media among grassroots cadres,explore ways to improve media literacy at the grassroots level,and provide decision support for future grassroots governments ’practical operations in media literacy education.