Research On The Correlation Between New Media Consumption Behavior And Media Literacy Of Tianjin Undergraduates

With the high-speed development of the information technology,the new medium makes great change for the production and lives of human beings.Wherein,the variation of consumption custom and structure in medium is especially obvious.The variation has two sides.The variation can give customers a more convenient situation,but it can bring some bad influence which leads to biased medium consumption behavior.In relative research,some learners provided that we can correct the biased medium consumption behavior by improving the medium literacy but they did not give a further talk about the relationship between medium consumption behavior and medium literacy.Regarding the relationship between medium consumption behavior and medium literacy as an entering point,the article will talk about the relevance research between the two proper noun and give more effort to analyze the usage and disbursement which is the most important part in medium consumption.Taking 720 college students in 9 universities as valid sample in Tianjin,the research studies the new medium consumption behavior from three points: contact purpose,usage and disbursement,evaluation of the new medium by the form of questionnaire.The research evaluates the medium literacy of college students in Tianjin by a chart which contains 5 dimensions: Cognition,interpretation,criticism,participation,creativity.After the analyse of population difference,relevancy between new medium consumption behavior and medium literacy,multiple aspects of the gained data,the research obtains the following conclusion:1.The critical ability of medium literacy has great influence on the biased new medium consumption behavior.2.The creativity of medium literacy has great influence on the usage and disbursement behavior of new medium.3.The usage and disbursement of new medium is an important factor which decides the level of the medium literacy.4.The relationship between news production demand and medium literacy is interactive.5.The difference of majors among college students have great influence on both the level of medium literacy and the behavior of new medium usage and disbursement.6.The difference of genders have great influence on both the level of medium literacy and the behavior of new medium usage and disbursement.7.The type of universities have great influence on both the level of medium literacy and the behavior of new medium usage and disbursement.