The Influence Of Media Literacy On Villagers’ Participation In Rural Digital Governance

The development and application of digital technology have injected new vitality into the life and governance of rural areas.The promotion of rural digital governance technology cannot be achieved without the use of smart phones and various media.Therefore,the degree of media literacy of villagers will affect their participation in rural digital governance.Taking a typical village of digital governance in Zhejiang Province(mainly Hangzhou)as an example,this paper focuses on studying the influence of villagers’ media literacy on their participation in rural digital governance.In addition,since it is necessary to pay attention to the ideological and cognitive changes of villagers in the process of rural governance,political efficacy is also included in the study to explore whether it plays an intermediary role.This paper systematically reviews the literature related to rural digital governance,media literacy,governance participation and political efficacy.Also with reality,media literacy is divided into media acquisition,media participation and media evaluation.Political efficacy is divided into internal political efficacy and external political efficacy.Participation in rural digital governance is divided into information acquisition and sharing,opinion feedback and communication,and service acquisition and utilization.Further,the relevant hypothesis is proposed and the research model is constructed.In this paper,empirical analysis and theoretical analysis are combined to conduct research.Firstly,13 typical villages of rural digital governance in Zhejiang Province were investigated,and 403 valid questionnaires were collected in total.SPSS and AMOS software were used for reliability and validity test,correlation analysis,structural equation modeling,mediation effect test,etc.,to test the proposed hypotheses.In addition,the heterogeneity of individual characteristic variables including gender,age,political status,educational background and occupation type of villagers was analyzed.In addition to collecting questionnaire data,case interviews were also conducted in the process of investigation and a large number of interview data were collected.Based on interview data,media theory and Theory of Planned Behavior,qualitative analysis is made on the relationship between media literacy and villagers’ participation in digital governance in rural areas.Finally,the conclusions of this paper are as follows:(1)Media literacy positively affects villagers’ participation in rural digital governance.(2)Both internal political efficacy and external political efficacy played a partial mediating role between villagers’ media literacy and participation in rural digital governance,and there was no significant difference in the mediating effect between the two.(3)The occupation type of villagers will affect their media literacy.Political status will affect their sense of political efficacy as well as their participation in rural digital governance(mainly reflected in feedback and communication).Age and education had heterogeneity effects on media literacy,participation in digital governance and political efficacy of villagers.Gender and economics made no difference.Through qualitative analysis,it is believed that the higher the media literacy of villagers,the more they can enhance their autonomy and sense of efficacy.The rural digital governance mode promotes the convenient participation and collaborative governance of villagers through technology enabling.Digital technology and new media have become the exogenous driving force for rural development,further stimulating the endogenous driving force of rural development.Villagers gradually change from passive use to active use,which contributes to the promotion and diffusion of rural digital governance technology.