The Research And Analysis For The University Student About Media Literacy Current Situation In New Media Time

This research focused on the attentiveness of disseminate pattern and transformation of social development. After clarifying the connotation of media literacy and its evolution, combining results of previous studies and the evaluation criteria of media literacy within university students in Xi’an district, I made the questionnaire that can comprehensively measure whether student’s media literacy miss or not and how seriously they missed. Meanwhile, I utilized the science theory of management, communication, psychology as guidance to analyze the status of media literacy about university students in Xi’an district by the Questionnaire Survey, In-depth Interview, and Case Study Research. I wanted to seek the factor that could affect university students in Xi’an district, and to give some suggestion.This thesis used the data analysis and interview record, getting a preliminary conclusion for status of media literacy about university students in Xi’an district in the new media age. Due to imbalance of university students media contact, lack of knowledge about new media profit mode, they commonly lacked the critical ability towards media content and passively participated in media event. This thesis concluded that university students had a lack of media literacy. Based on the analysis, this thesis had three influential factors, including the environmental factor, educational factor, and personal factor. Based on the current situation that university students lack of media literacy as well as the influential factors, this thesis proposed to the joint action of external environment and internal element, insisted the combination of education policy intervention and media self-discipline; the combination of university education and university student’s self-discipline; and the combination of theoretical research promotion and practical cultivation, which can promote university student’s media literacy. This thesis was expected to improve university to make good use of internet, clearly know the impact of Internet, and have comprehensive development by giving them wide media literacy education.