A Study Of Influencing Factors On Shanghai Elderly Social Media Literacy

Nowadays,we have entered into the era of information explosion and even the elderly use the social media more and more frequently.However,since the network media information ranges from the sublime to the absurd,the only method to obtain authentic and effective information is holding good social media cultivation.But it is a pity that the academic circles haven't paid much attention to the elderly's social media cultivation and even less on the research about the influence on it.This study has investigated 583 elderly people,coming from the Hongqiao Town of Shanghai,for their Wechat usage.Quantitative and qualitative analysis methods are combined to seek the main factors of influencing the social media cultivation of the elderly in Shanghai from four dimensions which are personal social background,media usage,cultural feedback and interpersonal interaction ability.This study has found that:1.The personal social background directly or indirectly affects the Shanghai elderly's social media cultivation level.Age and education status directly influence the three dimensions of social media cultivation level,while gender,income levels and family size,which are positively accociated with the elderly's media usage and interpersonal interaction ability,do indirect impacts on the elderly's social media cultivation level.2.The media usage directly affects the Shanghai elderly's social media cultivation level.On the one hand,social media using frequency has direct and positive influence on all dimensions of the social media cultivation level,and on the other hand,the radio,television and computer using frequency respectively do direct and positive influence on the social media cognitive ability,information analysis capability and participation.3.The cultural feedback directly affects the Shanghai elderly's social media cultivation level.The cultural feedback does the positive influence on the abilities of social media usage and social media information analyse.4.The interpersonal interaction ability directly affects the Shanghai elderly's social media cultivation level.The interpersonal interaction ability is not only directly,but positively related to the social media cognitive ability,information analysis capability and participation.