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通过采用宏观层面抽样调查问卷和微观层面观察访谈与定期测评相结合的方法,将农村地区受访者置于媒介素养教育的组织系统内,考察农村网络新媒体的认知及使用状况,总结新媒体在农村发展中存在的各种问题,根据连续测评获得的数据,分析不同地域、不同时期媒介认知与使用的程度。研究发现,农村地区新媒体媒介素养教育呈现出以人际传播为主的自我建构的形态,为此应引入多元组织结构,由此提升农民的网络新媒体话语权,真正提升农民参与社会发展的积极性和实际能力。
By using the questionnaire on the macro level and the methods of combining the microscopic observation interview with the regular evaluation, the interviewees in rural areas are placed in the organizational system of media literacy education, and the cognition and usage of new media in rural networks are reviewed, and new According to the data obtained from continuous evaluation, the media analyzes the various problems that exist in rural development and analyzes the extent of media awareness and use in different regions and different periods. The study found that the media literacy education of new media in rural areas showed a self-constructed form mainly based on interpersonal communication. Therefore, a multi-organizational structure should be introduced so as to enhance peasants’ right to speak in new media on the Internet and enhance the enthusiasm of peasants in social development And practical ability.