Research On Media Literacy Of College Students In Agriculture And Forestry University

Development of mass media greatly expands the human ability to communicate and expands the range of communication while also changes the way humans interact with the environment dramatically. In the media society, it is no longer a direct cognitive relationship between humans and the objective environment. The information that audience received more or less permeates with subjective tendency of communicators. Therefore depending too much on the media to get information often leads to deviation of human cognition. For this reason, media is a double-edged sword. It has brought enormous benefits to the development of human society while the negative effects and influences can’t be ignored. At present, the growth of college students is accompanied by the development of new media. This group uses media widely and frequently, and has the rich media experience. They are the potential target audience of most traditional media, and also the core audience of new emerging online media. Therefore, to strengthen media literacy education of college students which is an innovative project that embodies the education times and follows the law of development, is a great strong necessity.On the basis of collecting the references of media literacy education of both domestic and outsides, this study defines the related core concepts and elaborates the meaning of promoting the media literacy education among college students. Taking Sichuan Agricultural University as an investigation sample, the questionnaire, "the survey on the media literacy of agricultural and forestry college students", has been designed according to the university’s own characteristics. Through the investigation of media contact, media cognition, media evaluation and media use of agricultural and forestry college students, it analyzes and summarizes the media literacy situation of the students according to the objective data reflection. The results of the survey show that:media contact of agricultural and forestry college students present a diversified and composite trend; the rational understanding of media information needs to be enhanced; the media moral cognition and self-discipline consciousness is fuzzy; the ability of media production and media application is lack. Last but not least, the study proposes the training strategies of media literacy education of agricultural and forestry college students aiming at their existing problems:strengthen the awareness of media literacy education; explore the media literacy education curriculum model; optimize the resources of media literacy education; cultivate students self-education consciousness; create a better atmosphere of media literacy education.