Study On Media Literacy Of Intangible Cultural Heritage Inheritors In Chongqing

In traditional society,people's grasp of the world mainly depends on personal participation and perception.While in modern society,the development of media platform not only provides more channels for social members to obtain news and information,but also improves the requirements of media literacy for social members.Media has become an important part of the social environment on which social members depend for their survival.However,media is a double-edged sword.As an important group shouldering the inheritance of intangible cultural heritage skills and the dissemination of intangible cultural heritage culture,the level of media literacy of intangible cultural heritage inheritors affects their understanding of the current media environment,their media use behavior,and the effective dissemination of intangible cultural heritage.At present,there is a lack of study on the media literacy of intangible cultural heritage inheritors in academic circles,so this paper will focus on the current situation of intangible cultural heritage inheritors' media literacy in today's media environment,analyze and reflect on its attribution,and summarize the interactive relationship between intangible cultural heritage inheritors and news media.This paper takes “uses and satisfactions approach” as the theoretical perspective,combines “uses and satisfactions approach” with the basic model of “uses and satisfactions”process put forward by a Japanese scholar,takes Chongqing intangible cultural heritage inheritors as the research object,uses the methods of questionnaire survey,in-depth interview and literature analysis to analyze Chongqing intangible cultural heritage inheritors' media literacy status from three dimensions of media use motivation,media use behavior and media use attitude.This paper analyzes the current situation of intangible cultural heritage inheritors' media literacy in Chongqing,and puts forward suggestions from the mass media,the government and the intangible cultural heritage inheritors themselves.Finally,this paper attempts to explore the interactive relationship between intangible cultural heritage inheritors and news media in Chongqing,and proposed an improvement path.This paper found that the media use motivation of intangible cultural heritage inheritors in Chongqing is mainly cognitive motivation,personal and social integration motivation.Their media use behavior and media use ability are insufficient,especially in information discrimination ability and media technology mastery,lack of scientific and rationalunderstanding in the attitude of media use.Generally speaking,the media literacy of intangible cultural heritage inheritors in Chongqing is affected by four factors:communication environment,media environment,intangible cultural heritage inheritors themselves and media literacy education environment.To improve the status quo of intangible cultural heritage inheritors' media literacy,people should strengthen the check of new media information,update the training concept of intangible cultural heritage inheritors and enhance the learning awareness of intangible cultural heritage inheritors' media literacy.In addition,the study also found that in the interaction mode between intangible cultural heritage inheritors and news media in Chongqing,on the one hand,the awareness of intangible cultural heritage inheritors has been strengthened,and the dissemination channels of intangible cultural heritage news have become more diversified.On the other hand,the interaction between them is dominated by local press in Chongqing,which are basically led by higher units,and the news media still dominate the dissemination of intangible cultural heritage news.The interaction needs to be improved by the joint efforts of intangible cultural heritage inheritors,news media and intangible cultural heritage protection institutions,which is manifested in that intangible cultural heritage inheritors improve their media literacy,actively cooperate with the news media,news media and practitioners to improve the quantity and quality of intangible cultural heritage news,and relevant departments formulate detailed intangible cultural heritage communication strategies.On the one hand,this study can be helpful to the inheritance and dissemination of intangible cultural heritage in Chongqing,on the other hand,it can also provide reference for the similar study in the future by studying the current situation of media literacy of intangible cultural heritage inheritors in Chongqing.