Empirical Analysis On Media Literacy Of The Basic-level Government Spokesman

The Internet has brought a "We-Media and Public Microphone" era with the progress of society and development of science and technology. Therefore, in order to pay close attention to the livelihood of the people, carefully listen to public opinions, promote the government’s credibility and improve coping capacity of emergency, press spokesman should make the best use of the media, helping the government enhance the ruling ability. On the one hand, they’d better collect public opinions in daily life, and do better in daily government affairs information release, On the other hand, they have to improve the ability of dealing with the media when emergency occurs, to achieve good information release effect. However, for lack of media literacy, Some basic-level government spokesman not only delay the daily government affairs information, and have inadequate public opinion collection, but also tend to be vague and ambiguous in the face of media, even treat mass media as enemy, with the attitude of passive coping, silence or anger, which seriously took away from government’s public image. Therefore, it’s practically significant to have study on media literacy of basic-level government spokesman.This paper takes Henan province as individual case to study, extracting fifteen cities as sample to give out300questionnaires to respondents. By using questionnaire and interview methods with qualitative and quantitative analysis, it’s aim to research grass-roots government spokesman’s media literacy status quo, and put forward strategies of promoting their media literacy.The thesis is more than30000words, which is divided into introduction, body and conclusion.Firstly, the introduction mainly elaborated background and significance of this paper, literature review, research methods, theoretical foundation and concept definition. Then the body includes the research design, study field and contents, investigating respectively on the basic information of sample, media contact and using situation, the medium cognition, media selection and evaluation, and government information publicity and press administration. Lastly, the basic-level government spokesman’s media literacy are demonstrated with data analysis. Finally, conclusion primarily discusses the reasons on the lack of media literacy, and quests solutions of promoting their media literacy from Lasswell "5W" Model.