Study On The Influence Of Short Video Culture On College Students’ Values

Under the turn of visual culture,the short video culture carrying the functions of entertainment and leisure,information dissemination,interpersonal communication,self-display and emotional interaction came into being,and quickly occupied the online culture market under the impetus of capital logic,becoming a popular culture phenomenon that gave the imprint of the times.As the most active group in the online society,college students are more keen to try new things such as short video culture.Combined with the actual background,short video culture has gradually penetrated into the socialization process of college students,and subtly affects the shaping of college students’ values.While the rise of short video culture brings convenience to college students,it also contains risks and challenges that threaten the positive shaping of college students’ values.However,starting from the potential value of short video culture,its advantages in form and content make short video culture have a positive role in empowering the dissemination of mainstream values.Short video culture is manifested in the content of hot and cold entertainment differentiation;Formally manifested as an extension of mass culture;In terms of dissemination,it is manifested as decentralization under the production of UGC content.There is an interactive relationship of “value-culture-values” between short video culture and college students’ values.On the one hand,short video culture meets the needs of college students for information acquisition,entertainment and leisure,and self-presentation,and subtly affects the values of college students in the long-term use process.On the other hand,as the main user body of short video culture,the openness of thinking,the diversification of cognition and the subjectivity of production activities of college students also continuously enrich the value connotation of short video cultural content,and promote the in-depth and sustainable development of short video culture.Combined with the actual situation,the short video culture and commercial atmosphere are too strong,and the increasingly noisy short video cultural field continues to dissolve the value cognition of college students,which has a negative impact on the shaping of college students’ values.The main reasons are: first,the advancement of Internet technology,changing the information acquisition ecology of college students;Second,the invisible control of capital forces,short video culture has its own commercial color;Third,multiple changes in the new era,constantly structuring the value cognition of college students;Fourth,the characteristics of short video culture itself,resulting in irrational addiction among college students.Therefore,short video culture should not only exert economic benefits,but also take into account the exertion of social efficiency.The cultivation of college students’ values should adhere to the principle of moving in response to the situation,following the trend,and guiding according to the situation,using the advantages of short video culture to empower the dissemination of mainstream values,and continuously improve the effectiveness of the cultivation of college students’ values.Specifically,its realistic paths are: first,to improve ideological cognition,and attach great importance to the influence of short video culture;The second is to emphasize two-way empowerment to achieve mutual promotion and integration between short video culture and mainstream values;The third is to deepen pluralism and co-governance and avoid the risks and challenges of short video culture;The fourth is to base on the main body of students and enhance students’ ideological cognition and resistance.