Research On The Impact Of The New Media Value Orientation On The Ideology Of90s College Students And The Countermeasures

Under the promotion information economy and new technological revolution, thedevelopment of the new media has come into a new era, in which revolutionary changes occurin communication subjects, object, technology, content, form, amount of information, speed,and spreading ideas and so on, influencing nearly all aspects of human life. However, therapid development of new media brought about huge imaginary space, triggering various ofcontradictions and problems in the integration with modern society. As the major user of newmedia, the90s generation university students have highly dependency and confidence in newmedia. So it has all-round effcet on their ideology. How to optimize the value orientation ofnew media and create better environment for the healthy growth of90s universitystudents’ideology is a new subject in recent research field.Combining the method of theoretical analysis and empirical research, based on thecurrent situation of new media value orientation and its impact on the90s ideology, this paperis to explore the optimizing of the new media value orientation in order to promote thecountermeasures for the health growth of the90s college students.In addition to the introduction and the conclusion, the paper consists of four main parts.In the first part, the related theories on the new media, value orientation and the90scollege students and so on are discussed. New media is the new forms of media that rise basedon new electronic information technology such as the Internet, mobile communication, digitaltechnology and so on. In this paper value orientation is defined as the value choices based onpeople’s understanding of certain things and self-related needs and interests of certain things,which is a conceptual activity. Born in the early1990s, bathed in the spring breeze of reformand opening up, growing with the economic globalization and the information society, the90scollege students have distinctive characteristics of the times.The second part of the paper analyzes the current situation of the new media valueorientation in China. To sum up, there are two manifestations: First, most of the new media,especially the mainstream new media served as an important carrier and tool of socialistspiritual civilization, is to implement Marxist media values, and positively publicize the socialist ideas and core value system, to carry forward the national spirit and the spirit of thetimes, focusing on social responsibility and moral responsibility; Second, some new mediauncritically spread the Western ideology,one-sidedly pursuing economic and commercialvalue, neglecting the social responsibility, chasing sensibility, catering to the audiences anddesalting the rationality.The third part analyzes the impact of new media value orientation on the ideology of the90s generation, including mainly three aspects: firstly, the new media is everywhere and theits contents are comprehensive, which have general impact on the ideology of universitystudents. Secondly, the new media actively promote and lead the erection of correct value of90s university students, broadening their global horizon, motivating patriotic feelings, enrichtheir ways of cognization and entertainment life, improving their sense of innovation and,improving their psycological health, opening up the ways of moral education, enhancing themoral quality. Thirdly, the negative information spread by the new media also have bad effecton the ideology of university students, such as desalting the publicity of ideology, intensifingthe penetration of western negative ideology, misleading of morality, intermingled spreadinginformation, behavior anomie, excessive chasing of commercialization and entertainment, andthe mistake deviation of aesthetic value.The fourth part discusses the countermeasures to optimizing the new media valueorientation in order to promote the health growth of college students. Including strentheningthe management, self-regulation and team contruction of new media and strategies toimproving the quality of90s college students, in order to make the new media an importantcarrier to lead and promote the healthy growth of college students.The new media is changing the current media spreading environment in its unique modeof transmission and the change has a direct and inportant important impact on the90sideology. Therefore, how to optimizing the value orientatioin of the new media is the keypoint to ideological and political work of college students.