Research On The Media Literacy Of Rural Women Based On Tiktok Short Video

With the development of the Internet and media technology,new media has become an important component of the current social environment.It is of great practical significance to explore the public’s media use and media literacy in the new media era.As a representative of the field of new media,short video is the focus of academic research.The sinking of Tiktok and Kwai in rural areas has enabled more and more rural women to participate in short videos and become an important "she" force that cannot be ignored in the field of short videos.The issue of rural women’s use of new media and their media literacy is not only related to their own integration into the new media era,but also affects the digital process and construction in rural areas.This research selects M Village,one of the pilot villages in Zhejiang Province,as the field survey site,and comprehensively uses the questionnaire survey method,in-depth interview method and participatory observation method to investigate the use of Tiktok short videos of local women and the current situation of their media literacy,and further analyzes the problems and reasons of their media literacy in use,And propose targeted suggestions for improving rural women’s media literacy in the new media environment.The survey found that the access and use conditions of new media in rural areas have greatly improved.Middle aged and elderly women in rural areas are active people who use Tiktok short videos,but some elderly women still have access difficulties.Rural women’s overall cognition of Tiktok is more entertaining and social,and they still stay at a superficial level in terms of media demands and functional use.It is difficult for rural women to identify and judge the vast amount of information in short videos,and even if they have doubts,they will not actively seek verification from multiple sources.They are prone to credulity and spread various kinds of gossip and untrue content.Although the de elitism and decentralization of Tiktok has given rural women more opportunities to participate in and produce media as the main body of communication,their focus has never been separated from family and other private areas,and their actual action in media participation has lagged behind.There are also large individual differences in media productivity and production quality.These media literacy problems existing in the use of Tiktok by rural women are not only related to their age,cultural level,economic income,thinking concepts and other individual factors,but also closely related to the hidden technology manipulation of the platform and the lack of media literacy education.Therefore,improving the media literacy of rural women in the new media environment requires not only rural women to fully exert their subjective initiative,but also active assistance and support from families,platforms,and governments.Rural women are one of the large and active user groups in the Tiktok short video platform,but there is relatively little research on this group in the field of short video use and media literacy.This paper takes Village M,one of the tens of thousands of ordinary villages in China,as an example,to investigate the use of Tiktok short video and its media literacy status of rural women,More truly and objectively present the participation and integration of rural women in the new media era,providing care and assistance for rural women to further improve their media literacy and integrate into the digital society,and providing inspiration for how to better play the positive role of rural women in using media to promote rural revitalization and digital village construction in the future.