媒介市场化运营与公务员媒介素养的重构

Media Marketing Operation and the Reconstruction of the Civil Servants' Media Literacy

公务员的媒介素养,主要来自其对新闻媒体属性与社会功能的现实体认。当媒体主要体现为意识形态的推进工具时,公务员的媒介素养呈现为以意识形态为主导的单一结构;当媒体双重属性被认同后,媒介素养则是兼顾信息属性、政治属性与经济属性的复合型结构。目前我国公务员媒介素养正由单一型结构向复合型结构过渡,许多问题由此而来。这种过渡与媒介素养重构从三个方面可见。

This article holds that the media literacy of civil servants mainly from its media properties and the social function of the reality of recognition. When the media are mainly embodied for the promotion of ideological tool, civil servants show for the media literacy to a single ideologydriven structure; When the dual nature of the media is recognized, media literacy shows for a composite structure which is balanced attributes of information, polities and economics. At present, China＇s media literacy of the civil service structure changes from a single one to a composite structure, resulting in many problems. This transition and reconstruction of the media literacy is evident from three areas.