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在传统媒体主导信息生产与传播的时代,公众新闻传播教育的核心内容是提升大众的媒介素养,也有人将其称为“媒商”。互联网全面勃兴、尤其是社会发展到社交媒体时代后,人人都是传播者的愿景成为真切的现实,社会成员均在不同程度上介入社会信息的生产与传播。与这种媒介环境变化相适应,公众新闻传播教育也应实现从思路到举措的全面嬗变,其关键是将教育重点转向以“媒能”为标志的新媒介素养,拓展公众自觉运用网络媒体、特别是社交媒体的能力与技巧。同时,对于意见领袖、青少年等特殊群体,应当实行有针对性、各有侧重的分层化教育,以契合社会对他们的要求和期望。
In the era of traditional media-led information production and dissemination, the core content of public information dissemination education is to raise the media literacy of the general public. Some people call it “media business.” The Internet is booming. Especially after the social development to the era of social media, the vision of everyone being a communicator becomes an actual reality. All members of society are involved in the production and dissemination of social information to varying degrees. In keeping with this change in the media environment, public information and communication education should also achieve an all-round evolution from thinking and measures. The key point is to shift education to new media literacy marked by “media” and expand the public’s conscious use of the Internet The ability and skills of the media, especially social media. At the same time, for opinion leaders, adolescents and other special groups, we should implement targeted and focused stratification education to meet the social demands and expectations of them.