Research On The Communication Phenomenon Of “Goddess” In Colleges And Universities

The communication phenomenon of “Goddess” in college and universities comes to be more and more heated and violent, ranging from the female undergraduate, woman teacher to the female staff who are commonly featured by being popular as the member of a university or college and whose names or identities are bound to their university and college. As a result, it forms a conceptualized group, the “Goddess” group. The group image gradually becomes obfuscated and extensive in the widely entertainment-oriented world and the cyber world. The thesis adopts the empirical research way by combining the sample with questionnaire to study the communication phenomenon of “Goddess” in colleges and universities so as to draw the statistical dates. In the course of “Goddess” communication, medium, the college or universities official, the individual, group and merchant are involved. At the same time, the content is more concentrated on the physical beauty which shows that the public pay more attention to the outside likeness and ignore the quality and ability. Therefore, the conclusion can be reached that the communication of “Goddess” develops in an irrational way which reflects a series of social problems. Surly, there are deep reasons behind the phenomenon. Economically, the medium, the college and university, the merchant and the “Goddess” pursue the profits in the course; psychologically, the “Goddess” group seeks for the group self-identity; culturally, there are two items included which, one is the value reconstruction and the wide entertainmentlization under the background of all-entertainment world, and the other is the group revel culture. The commnunication of “Goddess” takes a unique model. One part is the combined cycle linkage way in which the group comes to be the produce-user of the combination of the information-produce and the information-using and in the meanwhile, the group communication and the public communication interact and blend so as to reach a strong effect both in depth and width. The other part is the interaction of the group movement which displays three characteristics in the communication of the “Goddess” group, strong finality, strong conformity and the diversification of acting way. Based on the analysis of the communication of the “Goddess” group and the exploration of the deep reasons, the thesis puts up three strategies to answer the communication phenomenon of “Goddess”. First, the medium should returns to the rationalism which is the medium keeps distance with the entertainment, and the medium takes the role of guidance of public opinion. Second, students, teachers and colleges and universities relocate the respective identity which is the student and the teacher should reexamine themselves, and the colleges and the universities should keep the college or the university spirit. Third, the community power should be developed, which means that the group should resist the wide-entertainment and develop a new group culture.