With the development of digital technology and the increasing popularity of the Internet, media has become an important component of contemporary youth's lives. On the other hand, the 19th National Congress of the Communist Party of China proposed the strategy of “Rural Revitalization”, which raises the urgent topic of how to effectively utilize rural media infrastructure for rural revitalization and development. In this process, rural youth, as the “early adopters” of innovation diffusion, play a significant role in guiding the followers. Therefore, it is timely to explore the media literacy of rural youth. This paper conducted field research in a township in Wuwei City, Gansu Province, using a combination of participant observation and in-depth interviews. It was found that the access to media among rural youth is influenced by economic level and willingness. Their media analysis skills are currently at a stage of singularity and weakness. The ability to evaluate media is greatly limited by educational level. As for media creation skills, they mainly focus on short video production. Based on these findings, it is crucial to prioritize efforts to enhance the media literacy of rural youth.

Liang Na. Research on the media use literacy of rural youth in the digital media era. Academic Journal of Humanities & Social Sciences (2023) Vol. 6, Issue 20: 18-22. https://doi.org/10.25236/AJHSS.2023.062004.

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