Research On The Impart Of Media Literacy Of The New Generation Of Migrant Workers On Returning Home To Start Businesses In Anhui Province

Under the background of rural revitalization,the scale and initiative of the new generation of migrant workers returning to their hometowns are increasing.With the support of national policies,the entrepreneurial achievements of the returning migrant workers are becoming more and more remarkable,which also promotes the development of new-type urbanization.In recent years,part of the new generation of migrant workers who return to their hometowns to start businesses have gradually learned to use Internet media to search for favorable policy information moments,pay attention to the economic and social development and changes in their hometowns,and through rational judgment of media information,return to their hometowns to start businesses and participate in the construction of their hometowns.Such abilities as cognition and understanding,contact and use,participation and expression,evaluation and criticism of media and media information are called "media literacy" in the academic world.In the new media era,media literacy has become one of the basic literacy of the public,and also one of the important factors affecting the new generation of migrant workers to return home to start businesses.Therefore,the influence of media literacy on the new generation of migrant workers returning home to start businesses needs to be explained theoretically and proved in practice.Through literature review,theoretical analysis and combined with the actual situation of the new generation of migrant workers back home,media literacy is divided into four dimensions: media cognition literacy,media use literacy,media participation literacy and media evaluation literacy.The new generation of migrant workers back home to start businesses are investigated from two aspects:entrepreneurial process and entrepreneurial results,respectively expressed in entrepreneurial ability and entrepreneurial performance.Through questionnaire survey and case interview of 247 new generation migrant workers who have carried out entrepreneurial behavior in five cities of Anhui province,Hefei,Fuyang,Huainan,Suzhou and Bozhou,descriptive statistical analysis,exploratory factor analysis,confirmatory factor analysis and structural equation model analysis were conducted by using SPSS and AMOS software.The results show that: Media literacy of the new generation of migrant workers will have an impact on returning home to start businesses,but the four dimensions of media literacy have different impacts on the entrepreneurial ability and entrepreneurial performance of the new generation of migrant workers returning home.First,media cognitive literacy has no significant effect on returning entrepreneurial ability and returning entrepreneurial performance;Secondly,media use literacy has a significant positive effect on returning entrepreneurial ability,but has no significant effect on returning entrepreneurial performance.Thirdly,media participation literacy has a significant positive effect on the entrepreneurial performance of returnees,but has no significant effect on entrepreneurial ability of returnees.Fourth,media evaluation literacy has a significant positive impact on returning entrepreneurial ability and returning entrepreneurial performance.Therefore,it is of obvious practical value to improve the media literacy of the new generation to promote their entrepreneurial achievements back home.In order to improve the media literacy of the new generation of migrant workers,and to improve their entrepreneurial ability and entrepreneurial performance back home,the media cognition literacy,media use literacy,media participation literacy and media evaluation literacy should be improved from four aspects: The new generation of migrant workers themselves lay a solid foundation for individual media literacy by improving their media cognition literacy;Reasonable and correct use of media to enhance media literacy and strengthen the entrepreneurial ability of returning home;Imitate learning and actively try to improve media participation literacy so as to improve entrepreneurial performance back home;Strengthen the reading and screening of media information to improve the media evaluation literacy so as to lay a good foundation for returning home to start a business.