A Study On Media Literacy Of Rural Residents In Eastern Henan

In recent years,the popularization and development of media and digital network technology in rural areas has promoted the rapid development of China’s digital villages,and digital networks and media are profoundly changing the "three rural areas".Examining the current situation of media literacy of rural residents and finding the problems existing in media literacy of rural residents,it will help the state to help rural residents use media and network technology to achieve better development in a more targeted manner.In this paper,the rural area of Qixian County in the eastern part of Henan Province,a large agricultural province,was selected as the object of investigation,and the field research on the media literacy of rural residents in Qixian County was carried out from five aspects: media contact and use,media cognition,media participation,media evaluation,and media questioning and supervision.In the questionnaire section,a total of 400 questionnaires were distributed(381 valid questionnaires were recovered).In the in-depth interview section,a total of 8 rural residents of different occupations and ages were interviewed.After analyzing and summarizing the questionnaire data and interview content,the basic situation of the media literacy of rural residents in Qixian County was first obtained: the media literacy of rural residents was clearly related to their age and cultural level;The improvement of the media environment in rural areas has made rural residents more diverse in their choices in the use of media exposure;The media participation of rural residents is mainly concentrated in new media platforms.Secondly,in the investigation and research of media literacy,it was found that there are certain problems in the media literacy of rural residents in Qixian County: the awareness of rural residents using media to improve themselves is relatively weak;The cognition of media function is relatively one-sided,still staying at the level of social and entertainment;The proportion of media contact is unbalanced,addicted to the Internet and the media world,etc.Finally,several suggestions are put forward for improving the media literacy of rural residents: First,the government needs to comprehensively carry out media literacy education to ensure the voice of rural residents;Second,the media need to abide by journalistic ethics,play a correct leading role,and appropriately increase the proportion of "three rural" content in media reports;Third,rural residents should have the awareness of active learning and improving their media literacy;The fourth is to attach importance to the significance of cultural feedback,and use children to improve the media literacy of parents.Under the background of the new media environment constructed by new media technology and the state’s promotion of agricultural and rural modernization,the "three rural areas" are ushering in new development opportunities and challenges,and the development of new agriculture is the general trend of developing new agriculture with the help of the network and new media,and farmers play a leading role as the main body.Therefore,improving the media literacy of rural residents and making the media useful for them is of great practical significance to the development of farmers themselves,the construction of rural areas and the modernization of agriculture.