Study On The Media Literacy Of Grassroots Civil Services In Shandong Province In The Internet Era

With the advent of micro society,the public opinion field is noisy,and the mainstream value is difficult to condense,which poses a new challenge to the government’s ruling ability.How to make the government voice in the new media environment and public opinion environment,how to break the communication circle and realize face-to-face and heart to heart communication with the people are important issues to be solved by the current government departments.Government officials are both policy makers and executors.Their media literacy will directly affect their perception of the media environment,the management of the media industry and their attitude towards media workers.It is not only related to the individual’s contact and use of the media,but also may affect the operation of the media and even the circulation of social information.More and more scholars recognize the particularity of the media literacy of government officials.However,due to the lack of media literacy,many grass-roots civil servants are often anxious in the face of media supervision.After some "thunderous words" are reported by the media,they have attracted extensive attention on the Internet and even caused public opinion storm,which reflects that some officials have not fully adapted to the new mode of information dissemination and communication ecology in the Internet era,and their media literacy needs to be improved.This paper takes grass-roots civil servants in Shandong Province as the research object,analyzes the current situation of media literacy of this group,and finds that the overall situation of media literacy of grass-roots civil servants in Shandong Province is not high,there is a large gap in all dimensions,media cognition and media participation are good,media contact and media use still have a lot of room to improve,and the media literacy of grass-roots civil servants in different gender,age,level,working years,working area,educational background There are differences in professional background,and it is concluded that age and level have a negative impact on media literacy,the contact frequency of newspapers has a positive impact on media contact,media use and media contact of grass-roots civil servants,and media credibility evaluation has a negative impact on media contact and media use.Through in-depth interviews,this paper finds that there are three main factors affecting the media literacy of grass-roots civil servants,namely individual factors,organizational factors and environmental factors,and puts forward that the specific implementation strategies for the improvement of grass-roots civil servants’ media literacy should include personal efforts,government support and social assistance.