The Search Of Media Literacy Of Civil Servants In The New Media Era

Media technology update, development and popularization, indicates the arrival of the new media era, the media literacy of civil servants put forward new requirements and challenges.In this media environment changes, some civil servants from the absence of media literacy in out of range behavior, appeared frequently on the network, serious damage to the image of the party and the government, but also highlights the lack of civil servants' media literacy.Therefore, how civil servants into the new media environment,how to effectively improve their media literacy to adapt to changes in the new media environment, has become an urgent problem to be solved.Specifically, this paper in view of the above question launches the elaboration, based on media literacy theory based, with the extension and connotation of the new media environment, the characterization and the civil servants' media literacy as the research object, civil servants' media literacy status and the deletion of the analysis, explore ways to enhance the official media literacy in the new media era.First, theory combined with the latest case, of civil servants and their media literacy definition and interpretation,including: the cognitive ability of the media environment; knowledge of Journalism and communication ability to understand; the ability of the scientific analysis of media information; directional spreading information; and the media keep Shun Chang communication skills; ability to guide public opinion and promote information disclosure,accept the supervision of public opinion.Secondly, this paper expounds the new challenges facing the civil servants' media literacy in the new media era, rise of change is the change of media environment, the way of management changes, the transmission mechanism, the network of public opinion, in the era of new media public discourse in the reconfiguration problem, put forward new media era of the civil servants' media literacy lack of characterization, namely private communication and public communication space confusion, confusion of communication behavior and individual communication behavior in power, the trend of "universal reporter" ignored.In addition, the causes of new media era of civil servants from the absence of media literacy, on the one hand is to cultivate the ability to communicate with the media and the lack of media literacy of blank, on the other hand is the lack of information disclosure is insufficient and the public opinion guidance mechanism.Considering the practical significance, in this paper, combined with the typical case, research on civilservants' media literacy of viable path of ascension, the purpose is mainly to civil servants and media communication more smoothly and meet the audience's right to know and realize the media on the government's supervision of public opinion, establishing the civil servant right media view.Through the development of media literacy training, perfect the official information disclosure, improve the ability to guide public opinion in several aspects, for the moment the cultivation of media literacy of our country civil servants offers the strategies of finding a feasible way to accord with the situation of our country civil servants' media literacy.