Research On The Current Situation Of New Professional Farmers’ Media Literacy

At present, many rural labor force in our country are flocking to cities and towns, engaged in the three and second industries, so that the agricultural labor force in the first industry is less and less, so that there is a situation of "more and less people". In order to reverse this unbalanced situation, the state and government have formulated and promulgated a series of relevant agricultural policies, which are devoted to the cultivation of the main body of modern agricultural production. New type professional farmer is now also in a highly developed information society, their production and life are inseparable from the media, it can be said, their media literacy status directly affect the agriculture of our country healthy and smooth development. Therefore, the author uses the questionnaire survey method and the depth interview method, carries on the investigation to the Hubei Province five counties and cities new professional farmer, this makes clear their media literacy status quo.The reference and other scholars about rural and urban residents of media literacy research ideas and results in, trying to to individual difference theory and media literacy theory as the supporting point of the theory, in order to put forward new professional farmers’ demographic variables and the media literacy between a series of hypotheses, and use SPSS software to the questionnaire data analysis, to put forward these assumptions are verified one by one. In this paper, the specific research framework are as follows:the first chapter is the introduction, including the background and significance of the topic, literature review (related concept definition, research status of domestic and foreign media literacy and the new career farmers and the media literacy of the relationship), theoretical overview of the fundamentals, this paper used the research methods, the innovation and the lack of; the second chapter is according to the theoretical framework of the proposed related assumptions; the third chapter is data statistics and analysis; the fourth chapter is the conclusion of the study. Chapter five is the prospect and suggestions.Through the SPSS software for data processing and analysis, the author found that, between the new professional farmers’ demographic variables and the media literacy has a great relationship, for example, the young, the education level higher, the income level of the higher the new professional farmers, they use social media the possibility of more high, the use of social media information of agricultural science and technology is also the possibility of higher. In addition, new professional farmers usually contact and using more traditional media, such as TV; they use social media motivation is not only for entertainment, they are concerned about the higher frequency of news, current affairs and agricultural science and technology information; they of from traditional media and social media access to agricultural information degree evaluation is more objective; they through the two relationships and TV channel access to agricultural information of the frequency is higher than that obtained through social media channels and new professional farmers rarely use newspapers, magazines and radio to get agricultural information. Overall, the level of media literacy of new professional farmers in Hubei province is the general, to be further improved.