The Tibet Autonomous Region Of Leading Cadres Media Literacy Research

In recent years, with the improvement in the level of social informationization, the study of media literacy is popular in China. During this period, the study perspective of media literacy has gotten a more-dimensional expansion, and the study results are more fruitful. However, compared to80years’ history and achievements of foreign media literacy, media literacy in China still starts late, has scattered achievements and small research coverage. Public crisis emerging from risky society leads scholars and government to concern about media literacy of leaders. However, in these results,1regret to find that, compared to the developed eastern regions and central developing regions, western region attracts little attention; what’s more, the examine and study of media Literacy of leaders in ethnic minority autonomous region almost renders blank, which is seriously inconsistent with the important position of the ethnic autonomous areas in China. Purpose of this paper is to help the regional rulers of Tibet to enhance the image, to guide public opinion and enhance the anti-secession fighting capacity by a basic understanding of media literacy of Tibet’s leaders through a survey of media literacy of leading cadres in the division level of Lhasa.This paper analyses the concept of media literacy and combines it with the special status of the ruler, and discusses and analyses the connotation and extension of ruler’s media literacy. Based on this, the author concludes that ruler’s media literacy should include literacy of accepting the supervision by public opinion, scientific management of media and making develop public policy by media in addition to the literacy of containing general audience’s media cognitive, contacts and ability to use it. At the same time, the media literacy of those in power not only has impact on their comprehensive literacy, but also on other aspects of society. Enhancing media literacy of rulers of ethnic minority areas is the need of the new age to maintain national security and enhance the image of the country, and it is the demand to improve ability to govern and to strengthen national ethnic identity. Based on this, the author investigates187cadres above the division level of Lhasa City. The survey finds that there are some problems in media literacy of the rulers of the Tibetan region:in media awareness, they haven’t formed a relatively complete cognitive framework and don’t clarify the role of the media and its relations with government; in terms of media exposure, the main motive of the leading cadres access to the media is the demand of personal interests and habits, lacking in awareness of the initiative to contact the media, and do not use the media in the everyday work; in the aspect of media use and participation, leading cadres lack the experience and ability to deal with the media and keeps a large room for improvement in daily contact and crisis public relations; for the attitude and insufficient use of the new media, there is a deviation with the advanced nature of the group of leading cadres. In this regard, this paper explores the reasons of the current media literacy of the rulers in Tibetan region by understanding Tibet’s history and geography and environment of media development, defects of public opinion supervision system, backward ideas and lack of dissemination knowledge and influences of several negative aspects of Tibetan culture; then the author puts forward possible ways to enhance the rulers’media literacy from aspects of media literacy education, leaders’personal qualities as well as institutional level.