Research On University Students' Outside Reading Orientation Under Popular Culture Background

Popular culture is a new cultural pattern following development of consumption culture and electronic media under economic globalization and cultural diversity background. Chinese popular cultures grow up in the recent 20 years. Because of Chinese popular culture's fast development, it becomes the one of mainstream culture. Chinese culture's structure is make up of high culture,leading culture,and popular culture. Popular culture is a culture that social development need, but it takes the commercial mechanism and the technical strong trend actuation as the direction. What it gives the people is joyful and enjoys. Under its influence, the books culture is developing towards entertainment,practical and utility direction and it neglects culture spirit and scientific rationality. Many people abandon classics that are recondite but have rich cultural nutrition, and throttle up on fashion books. Research of university students'reading orientation under prevalence of popular culture background has the meanings of the times. With the popularity of popular media, university as a special territory of advanced culture has become popular culture's domain gradually. University students reading orientation has became the focus of community. Western countries "peaceful evolution" policy is through the popular culture indoctrinating western political ideas and values of capitalism to university students. Research of university student's reading orientation under popular culture background, not only help universities understand their students cultural values orientation, but also help universities think the future direction of ideological and political education.Research selects a comprehensive University in Guangxi as a research sample, and the main research method is questionnaire. The main research content includes students' reading content,students'reading motivation, popular culture under the change in students'reading method and reading content under popular culture background, university students reading guide requirements. Survey results show that psychological,education social and inspirational books are students favorite books, followed by fashion,entertainment books and popular novels. Improving knowledge and ability, and getting the satisfaction from learning is the main driving force of reading, followed by entertainment. Popular culture is a major factor that influences the reading orientation of university students. Network review of books and media influences university students'reading orientation. Downloading has become the second largest university students reading channel. Many university students like various types of the film literature. Most students require universities to provide guidance in reading. The research found that university student's reading has problems that are utilitarian reading orientation perceptual reading orientation and inconsistent between cognitive and reading behavior. Research explain why students have the problems in the reading orientation from three aspects which are the negative effects of popular culture,the negative effects of universities'market-oriented and the students'psychological effects. Finally, cultural value orientation of university students should be led by socialist core values, and reading the classical is good choosing for students. Research basis on this principles, put forward concrete measures.