| In the 21st century, human beings are on their ways to the intermediate society by the use of information technology and computer science. In the information society, the widespread information technology has labeled us with "media change", "information era", "digital", "network", etc. Newspapers, magazines, TV, computer, mobile phone and other various kinds of old and new medias, dressed in various costumes that are magnificently or fairly come into our eyes in all sorts of gestures, sneaking in our life unconscientiously. A vast amount of information are exchanged, spread or produced through the mass media all the time. All kinds of media information are just like tiny pieces of rains that come softly together with winds constantly tickling our every shred of sensory nerve, gradually annihilating our view and penetrating our thoughts. The mimetic environment woven by media information structure is like a mist that pervades our social life. The thicker the fog is, the greater the effects are. The mass media has become a large wheel in the social stage, with the power of science and technology, which pushes the political, economic and cultural development forward. Meanwhile, it has also extended human senses and provided more accesses to knowledge and the cognition of the world. As described by the famous American scholars Mike Luann majoring in communication,"mass media has assembled all sorts of cultural information into a high-speed dynamic operation system with every social person packaged, included and interspersed in it".When the application of new technology comes up with the popularity of new media in reality, the mass media exerts a growing influence on students, and the function of family education has been weakened or even marginalized. What’s more, the school education authority status is unstable now. How to undertake the media literacy education for students and let them have what modern people should have in the aspect of media accomplishments? How to teach junior middle school students with an easy-changing disposition to deal with such a fast changing and dazzling ecological environment of the media? These questions challenge our education. To strengthen the junior middle school students to use media properly, a systematic, standard, prospective media literacy education has become the issues of the time that can not be ignored. Because of the special political and economic status in Chongqing and its unique characteristics of regional environment, education problems are particularly tough in the coexistence of rural and urban areas which undoubtedly worsen the dualistic structure of society. Therefore, to understand the media literacy of countryside junior middle school students in Chongqing is very necessary for the targeted orientation.Literature and survey researches were applied in this study. Through the qualitative and quantitative analyses and on the basis of literature review of the domestic and foreign research in the field of media literacy, investigations were carried out to find the present situation of media accomplishments of countryside junior middle school students in Chongqing and summarize the reason and factors leading to this formation. In order to promote the localization of media literacy education and systematic development, goals of the media literacy education in rural junior high school students were analyzed and assured, and a pyramid model for the construction of media literacy education in Chongqing rural junior high school students was established based on the comprehensive content adopted from both domestic and foreign media literacy researches. According to the analysis of the survey results, some beneficial practices adopted from the domestic and foreign relevant media literacy education, were combined with the reality of conditions and needs of the rural junior high school student in Chongqing, and some practical measures were put forward for the implementation.This paper was divided into five parts. The first part was the introduction that mainly focused on the research problems and objects, background information and origin, research thoughts and methods, research value, and research difficulties and relevant innovations. The second part is related concept definition of junior high school students’ media literacy and literature review, including:(1) to define the concept and connotation of media literacy education, media literacy and junior high media literacy; (2) to introduce relevant theoretical foundation; (3) to present the currency study of domestic and international media literacy education theory and practice. The third part was to survey and analyze the present situation of the media literacy in Chongqing rural junior high school students. Conclusions about countryside junior high school students in Chongqing were drew that mainly involved questionnaire design, implementation pathways, discussions, summarization and reason analysis. The fourth part was to put forward some training strategies that were as follows:(1) targets analysis of the media literacy education in Chongqing junior high school students; (2) content construction of the media literacy education in Chongqing junior high school students; (3) implementing ways of the media literacy education in Chongqing junior high school students.Through the investigation and analysis, it was obvious that the rural junior high school students had many accesses to types of media in Chongqing, and the network was more and more popular with the increase of media contact. While due to not fully developed mind and lack of basic media knowledge and effective guidance, etc, Chongqing junior high school students’ media contact campaign had many disadvantages. The time was limited; interpersonal life was reduced; media function was too simple, mainly in a leisure and entertainment purpose; lack of media interactive activities, active communication consciousness, background knowledge in media literacy and reasonable resistance to bad information was also thought- provoking; they did have certain an ability to identify the right from wrong, but not enough to make some media criticism. Improving the media literacy of rural junior high school student in Chongqing needed forces from parents and the school, by effectively guiding the child’s media contact behavior to the right way. The traditional ideas must be changed to strengthen the attention of the media literacy education; the infrastructure for the education of media literacy should be completed with the efforts from all parts. Reasonable reference should be absorbed to explore localization mode of education curriculum, combined with the consideration of practical life where teaching activities connecting media literacy education can be enriched. The course evaluation system for the media literacy education should be established with active exploration and research. |
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