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对在杭高校930名大学生进行调研,探究他们在日常生活中对广告媒体的识读表现。研究发现,当代大学生的广告媒体识读能力整体较弱,缺乏是非批判能力。同时,他们的多模态识读水平不能满足社会需求,与广告媒体的识读能力之间不存在显著关联。对此,教师要培养学习者的媒体识读意识,在相关教学中注重多元文化面向和批判性视角的传授。
930 college students in Hangzhou to conduct research to explore their everyday life on the advertising media performance. The study found that contemporary college students have a weak advertising media reading ability and lack of non-critical ability. At the same time, their multimodal literacy level can not meet the needs of society, and there is no significant correlation between them and the reading ability of advertising media. In this regard, teachers should cultivate learners’ awareness of media literacy and pay more attention to the teaching of multiculturalism and critical perspectives in relevant teaching.