On The New Media's Impact On College-students

With the ever-changing new media technologies and the emerging of new media forms, as the main users of new media, how is the college students'specific use of the new media? What role does the personality feature of the college students play in the proliferation of new media? How does the use of new media impact the college students? What kind of impact does it produce? To solve these problems, this study proposed the framework on the base of reviewing the existing new media, discussed the diffusion and usage of new media among the college students, analyzed the impact on the "Consumer Socialization" of the college students and the positive and negative effects on the formation of the college students'personality. The article includes the following five parts:The first part is an introduction. This part proposed the research background, reviewed the domestic and international new media and the research literature they effected. By reviewing the previous studies, we found two characteristics as following:(1) Most of the studies focused on the past usage of the new media, appoint the own character of the new media as the starting point, which just do technique and characteristic analysis on the new media, without researching the source of the demand of the new media deeply. (2) The existing research of the new media mostly focus on the ecology of traditional media and the shock to the society, which rarely penetrates to its users. And then, pointed out the theoretical and practical significance of this study, and outlined the overall framework of the article as well as the use of research methods, the final showed the innovations of the study in particular.The second part firstly put a general description on several typical forms of new media that the college students use most, (such as 1.blog 2, podcasts3, Wiki 4, SNS 5, mobile TV / Radio 6, network games), and from which summarized the spread features of new media: hypermedia, strong interaction, macross, personal information service and the virtual information dissemination, etc.The third and the fourth part is the emphasis of this article. First of all, it reviewed the research on personality characteristics, and then summarized the personality factors that impact the usage behavior of new media, suck as curiosity and inner-oriented features. Then it combed the college students'adoption theory of new media to analyze some theories such as the general motivation and needs, the innovation diffusion and the balance of demand theory, which formed foundation of the study later discussing in this article. Besides, it introduced the definition of each variable and measurement target in this study, which is the basis of the questionnaire design. In the end, it made statistical and processing to the samples, then subdivided the mobile and Internet media, and analyzed the use and function of the satisfaction of college students with the two features respectively.The fourth part analyzed the effect on the college students on the start point of the usage of new media. It was divided into two aspects. First, with the model of consumer society on college students, analyzed the new media's impact on the "consumer society" of college students from the perspective of consumer tips, consumer preferences, consumer attitudes of new media use respectively, from which we concluded the positive and negative effects of the new media to the personality development of students respectively. The positive effects as follows: 1, equal exchange and active participation; 2, temporal and spatial ablation and psychological interaction. Besides, the negative effects as follows: 1, information overloaded burden and mind simplified 2, liberalism and the spread of self-consciousness 3, the lonely state of mind of "home" 4, lost and indifference interpersonal.The fifth part summarized the inspiration of this study as well as the shortcomings.