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1、Humanities, Social Sciences and Global Business Management Studies on New Media Literacy Among College Students in the Cross-cultural Environment Sheng-yu Zou Chongqing University of Arts and Sciences, District of Yongchuan, Chongqing, 402160, China Keywords: Cross-cultural; New media; Literacy; Abs

2、tract. Based on the study of cross-culture education and new media literacy among college students, this thesis analyzes current problems of new media literacy and proposes according solutions: to improve their new media literacy by focusing on cross-culture education, with the socialist core value

3、system to be the core ? moral education to be the main content. With the development of globalization and diversification, cross-cultural communication is considered to be more and more important, thus， countries all over the world are increasingly interconnected in their destiny. However, when enjo

4、ying new media, our students must follow the principle: reject the dross and assimilate the fine essence. Only doing this, can our students benefit from new media. 1. The basic meaning of new media literacy New media literacy means the capacity of analyzing, acquiring, evaluating and spreading vario

5、us media information which is used to serve for peopled life and work .1 It includes three parts: media-contacting and information obtaining; critically information interpreting and internalizing; expressing thoughts and safeguarding peopled own interests by media. 2 Media literacy education was fir

6、st proposed by British scholars and Danish educators in the 1930s. It aims to protest popular culture of the mass media and guides students to say no to “low-level satisfaction”. 3 Based on the study of media literacy and its education, the author suggests that new media is the information communica

7、tion by Internet and mobile phone. It has four characteristics, including the openness, timeliness, virtuality and interaction. So, college students must correctly and critically interpret information for their own purposes but not swim with the tide in the environment of information overload and va

8、lue diversification. College students5 new media literacy means to know about, select, construct various and complex information in the new media and make rational judgment, and then applied by people and society. 2. The relationship between cross-cultural environment and college students9 new media

9、 literacy The emphasis on fostering and promoting new media literacy among college students in the cross-cultural environment is especially important to reconcile the irreconcilable and produce qualified socialist constructors and successors. Meanwhile, its also indispensable to carry out ideologica

10、l education among college students. 2.1 To construct new media literacy by cross-cultural education New media literacy means to correctly distinguish the true from the false and judge its value; this can come true by means of cross-cultural education. Why? Because the objective of culture education

11、is to cultivate and upgrade students5 literacy. For college students, only know about and 978-981-07-931 l-l/10/$25.00 2014 SMSSI ISSGBM 2014 414 embrace our nation different values and cultures, can they eliminate the false and retain the true when faced with information of new media. 2.2 Cross-cul

12、tural education is helpful to promote the new media literacy Carrying out cross-cultural education is conducive for college students to know about foreign culture, enrich their knowledge and broaden their horizon from which they can efficiently grasp the essence of various cultures and keep their he

13、ad still then carefully select and filter when faced dazzling information, after this process, their new media literacy is gradually formed. 3. The current situations and cause analysis of new media literacy among college students 3.1 An unbalanced and incomprehensive awareness to new media literacy

14、 The culture of new media is considered to pass fish eyes for pearls in some degree. Because the education of orthodox culture is often mixed with mediocre culture even junk culture. However, our students only realize its direct effect but not fully understand its leavening effects. After a thorough

15、 research, it shows that most of students can be aware of the influence to their knowledge frame and thinking mode but often ignore underlying problems such as values. 3.2 Lack of experience to judge new media literacy Actually, any media is served for a specific class or a group to express and spre

16、ad its ideology, and so is new media. Thats to say, our students must make good alertness and judgment to the image and its constructing of new media In the research, most of students are in favor of new media being free and independent from the governments macro-regulatory functions and taking mark

17、et-oriented line. It illustrates that college students increasingly begin to follow so-called ideas of freedom and democracy after a long-term western cultural infiltration which explains that college students are weak in new media literacy and not enough of judgment. 3.3 To communicate information

18、by blindly taking advantage of new media With the progress of social contact tools, such as IT, 3G network, blogs, twitter, Wechat, MSN BBS、QQ platform and so on, college students are provided with a more and more extensive contact platform. However, they are not really proficient and skillful enoug

19、h to handle information of new media, for example, their spreading rumors causes panic and instability in society. Although the appearance of network media upgrades the audiences5 participation, students should never throw “free access to the Internet but cautious to talk” to the winds. What they ca

20、n do is to convert from “they can do whatever they want” to “combining new media information with they really need” so that their capacity to digest information is improved. 4. The way to improve new media literacy in the cross-cultural environment 4.1 To intensify the perception of new media based

21、on the cross-cultural education 4.1.1 To Create a Healthy New Media Environment by Running Cross-cultural Courses in College Not any majors run the course Gateway to Intercultural Communication except English Major. Thats to say, other students can hardly dip into project of cross-culture except tha

22、t they get it from new media which may cause their misinformation and misunderstanding. This fact calls for us to attach the students to excellent Chinese orthodox culture education and cultivate their view of world, of life and of value, only doing this, their lifestyle, attitudes to life and value

23、s stays on track. 4.1.2 To Make Best Use of Learning Resources in College， such as the Communication with Foreigners. Colleges should offer students various learning resources to help them understand the cross culture, enrich cross- cultural knowledge and improve new media literacy by carrying out c

24、lub activities and 415 social practice and “foreign language comer” to promote the communication between our students and overseas students foreign academic groups. 4.2 To boost correct judgment to the new media based on the education of socialist core value system Decisions of the Sixth Plenum of t

25、he 16th CPC has proposed that China aims to construct socialist core value system which can be summarized into four parts: Marxist Theory, Chinese-style socialism, patriotism-centered national spirit, innovation-centered Zeitgeist and Socialism Outlook for Honor and Dishonor. The structure is not to

26、 be related mechanically but to interdepend. Only when we get the profound meaning and their interrelationship, can we confirm our confidence and determination further 4.2.1 Dialectically Treat Problems of New Media through Marxist Theory During the communication of the new media, there comes out a

27、lot of false and unhealthy information even the kitsch from foreign culture which causes overloaded information and dazzled audiences. This requires that we should dialectically treat problems of new media through Marxist Theory and be aware of the truth 44No demand no market for kitsch culture. 4.2

28、.2 To Establish Firm Belief Based on the Common Ideal for Socialism “To firmly hold on the ideals and beliefs, and strive for Chinese characterized socialism” said by Chairman Hu Jintao in the “The Symposium to Keep CPC Members Progressive” and Whitman said: Without belief, there is no real life; wi

29、thout belief, there is no real homeland.In other word, college students are the hope of our nation and the nucleus to develop socialism. Their ideals and beliefs have direct influences to the fate of the Party and our countrys future. And they are also the key whether we can achieve Chinese characte

30、rized socialism or not. Thus, education on ideals and beliefs has been an eternal topic. Considering the common ideal for socialism as the foundation stone of peopled pursuit and future, we should guide students to carefully inspect and judge the belief such as weak consciousness of communism and la

31、ck of confidence to socialism and so on. And take according measures to remove these negative effects to firmly insist on the common ideal for socialism 4.2.3 To Promote New Media Guided by Innovation-centered Zeitgeist. During the use of new media, we should make full use of that valuable and meani

32、ngful information and promote the development of new media. Internet slang such as Everything is nothing but a floating cloud”， “gelivable”， “Yuan Fang, Whats your opinion?” “Unhurtable”， “Diros man” and so on, which illustrates that new media has largely participate into our life, we have the oblig

33、ations to develop it in a healthy and sustainable way with the aid of innovation-centered Zeitgeist. 4.2.4 Regularize College Students Behaviors to New Media through Socialism Outlook for Honor and Dishonor Recent years, some students have been punished and criticized by polices and netizens for the

34、 reason that they make up or forward blogs or messages which are unhealthy or affecting social stability. It apparently puts a brake on the development of new media and social stability. The aforementioned case illustrates these students are not responsible for themselves and society for they don ca

35、refully judge and interpret information of new media. Thus, we should try best to regularize college students? behaviors to new media and make them correctly distinguish honor and dishonor. 4.3 To Help College Students Correctly Transmit Information of New Media Based on the Ideological and Politica

36、l Education Chairman Hu Jintao pointed out on 17th National Party Congress that: 44In order to upgrade the modernization of education, we must fully implement the Partys education policy and people-oriented but moral comes first education.It is important to carry out ideological and political educat

37、ion whose content includes Chinese traditional culture and socialist core value system among college students especially in the environment of cross-culture 416 The Partys seventeenth congress report indicates that the basic task of education is to cultivate people-centered education. It hints that

38、the root object and goal of education is the students and the basic task of education is to educate students in all-round way. It further answers the questions what sort of people should education help to cultivate and how to achieve this goal 4.3.1 To Insist on the Excellent Chinese Orthodox Cultur

39、e as the Main Content of Ideological and Political Education and Resist the Attack of Foreign Low-level Culture When college students make use of new media in cross-cultural environment, they tend to be utilitarian which lies in the misguided morality. Under this circumstance, we should guide colleg

40、e students to be self-respect, self-reliance and independence with the help of aggressive and patriotism sentiment, spirit of utter devotion, heroic and indomitable integrity. When faced with new media, do not accept it passively but select what you5re really in need. Hence, we can enhance the immun

41、ity to negative information. 4.3.2 To Cultivate Noble Morality among College Students and Spread Healthy Information of New Media through Civic Education Every citizen has rights and obligations to observe public order, protect public property, keep public clean and respect others. As a regulation o

42、f public services, social morality is essential to keep public life in order. It is an important part of social public order for our college students to know about and accept new things through new media. Thats to say, public moral quality and noble morality are essential elements to ensure the norm

43、al operation of new media and improve students themselves. In conclusion, when using new media, college students should make best use of socialist core value system to defend against foreign negative and low-level culture and then form immunity. What5s more, they should also regulate behaviors with

44、the help of Socialism Outlook for Honor and Dishonor. Only through this way, can the students efficiently make healthy growth and progress so that the promotion of new media literacy is achieved. References 1 Potter W J Argument fOr the Need for a Cognitive Theory of Media Literature J. American Beh

45、avioral scientist, 2004, 48： 266272 2 Duan Jingsu, Du Junfei. An Introduction to Media Literacy M.Fuzhou: Fujian Peoples Publishing House, 2007 3 Sheng Qizhi, Zhan Cheng. The Current Situations and According Education Strategy of Media Literacy Among College Students-. Journal of Northeastern Univer

46、sity (Social Science) Volume 11(1), in Jan,2009 4 Brief introduction to the author: Zou Sheng-yu (1982-) from Bishan, Chongqing, male, boasts Master Degree, the lecturer in Chongqing University of Arts and Sciences, Research Interests: undergraduate ideological and political education. 5 Address: 319 Honghe Road, School of Foreign Language of Chongqing University of Arts and Sciences, 402160, District of Yongchuan, Chongqing. Tel: 15923947733 417