媒介融合视域下四川涉藏地区领导干部媒介素养考察与提升

An Empirical Investigation and Improvement Strategies of Media Literacy of Leading Cadres in Tibetan-Related Areas of Sichuan Province from the Perspective of Media Integration

在媒介融合时代提升四川涉藏地区领导干部媒介素养,对于改善区域社会治理、防范社会风险、维护民族团结和推进乡村振兴战略具有重要价值。本文通过网络问卷调查和深度访谈对四川涉藏地区211名厅局级、县处级和乡科级领导干部开展媒介素养现状调查;认为参与调查者已具备较好的公共素养和一定的专业素养,但缺乏对媒体的系统性认识和媒体执政经验,并且自我提升意识不强、新媒体实际应用能力有限。为切实提升四川涉藏地区领导干部媒介素养,提出三点建议:一是省州县政府持续重视,面向基层培训,整体性提升干部媒介素养;二是党校/高校协同培训,用马克思主义新闻观引领干部媒介素养培训,以“知识模块”“能力模块”和“素质模块”重构培训内容体系,创新教学方法;三是领导干部个人内外兼修,树立正确的媒介执政理念,加强新闻传播理论与实操技能学习,积极运用媒介开展社会治理创新。

In the era of media integration,improving the media literacy of leading cadres has significant value for enhancing regional social governance,preventing social risks,safeguarding ethnic unity,and promoting rural revitalization in Tibetan-related areas of Sichuan Province.At the end of 2019,all 32 Tibetan-related counties in Sichuan Province established county-level integrated media centers,which signified the focus of social governance had shifted to the grassroots level.In February 2020,the whole Tibetan-related areas of Sichuan Province had shaken off poverty and then promoted poverty alleviation and rural revitalization.Therefore,this new situation puts forward higher requirements for the media literacy level of leading cadres in Tibetan-related areas.From the perspective of media integration,this article redefines the connotation of media literacy for leading cadres.It believes that the“multiple identities”of leading cadres—being both traditional media audiences and new media users in“private space”as well as governors of social public affairs and administrators of new government media in“public space”—determines that media literacy of leading cadres consists of“public literacy”and“professional literacy”;“public literacy”requires them to correctly use a communication medium to serve individual improvement and protect their legitimate rights and interests,while“professional literacy”asks them to be proficient in journalistic and communication laws and to scientifically manage and use both mass media and new government media for social governance.Through online questionnaires and in-depth interviews,this article conducted a comprehensive survey on media literacy among 211 leading cadres,including department,county,and township level cadres in Tibetan-related areas of Sichuan Province.The survey showed that generally the respondents possess good public literacy and a certain professional literacy,but there are still four areas of shortcomings in the media literacy of the respondents:Firstly,their media cognition is onesided,superficial,and short of systematic understanding;secondly,most of them keep a conservative attitude for applying media to in their work and lack experience in media governance;thirdly,the majority of them have limited mastery of practical technical tools for the new media,resulting in limited practical application skills;fourthly,the coverage of media literacy training for cadres is currently insufficient,while the awareness of the need for self-improvement among cadres is not strong enough either.This article proposes three suggestions on how to further improve the media literacy of leading cadres in Tibetan-related areas of Sichuan Province.Firstly,provincial,autonomous prefecture,and county governments should continue to appreciate and foster media literacy training for cadres generalized and routinized:On the one hand to expand the scope of training and integrate it to Party building training programs as well as cadres performance ability training;on the other hand,to strengthen the training for township level cadres and innovating online training for them.Secondly,local universities and Party schools are to assist media literacy cultivation with Marxist journalism theory which guides both the training system and contents,then reconstruct its three major content systems with“knowledge module”,“ability module”,and“quality module”,and innovate teaching methods as well.Thirdly,leading cadres should individually make progress both internally and externally through establishing correct media governance concepts,learning journalism and communication theory and practical skills,and making use of media to carry out governance innovation.