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The Korea Contents Association (한국콘텐츠학회)
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Investigation on Media Literacy of China Government Officials: Under the View of Public Opinion Guidance

  • Yang, Ting (Department of Global Journalism and Communication, Southwest University of Political Science and Law) ;
  • Seo, Sangho (Department of Mass Communication, Konkuk University)
  • Received : 2018.06.28
  • Accepted : 2018.10.29
  • Published : 2018.12.28
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Abstract

China media environment has drastically changed leading to the an inevitable change of public opinion ecology. Empirical studies have focused less on public opinion guidance, which forms an important component of the government officials' media literacy. This study applied quantitative method in the investigation of media literacy in China. Ideally, media literacy is measured from media cognition, media contact, media usage under the view of public opinion guidance. The findings reveal that the existing problem on 1) incorrect media cognition and public opinion guidance; 2) insufficient contact of personal social media 3) improper tendencies in the use of media to guide the public opinion, especially, on confidential information. Consequently, in order to improve media literacy in China government officials, enhancement of their basic knowledge on news diffusion and public opinion is necessary. Secondly, to effectively deal with "agenda settings", it is important for the government to consider the provision of valuable information and platforms to effectively spread information. So they need to learn how to personally and officially use social media platforms such as Weiboa and Wechat. This ensures they have maximized their potential to acquire valuable information and spread them on valuable platforms. Thirdly, government officials should be able to analyze and understand public opinion trends for official and personal use. Finally, they should understand the development of public opinion and the how online public opinion laws are formed and the target group.

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References

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