The Influence And The Guiding Ways Of The Mass Culture On College Students’ Ideology

Mass culture came into being the most early in the west. It originated from theproduction and sale of the culture which was regarded as a merchandise. Its subjectcame into existence with the development of Capitalist mode of production. In the1940s, it appeared as a new Cultural phenomenon different from Elite culture, andthen it gradually developed into an important field of the academic research. From itsbeginning, with its unique characteristics such as mass, popularity, entertainment,technicality, commerciality and its strong development trend, mass culture has a greatimpact on people’s thoughts and life, In China, mass culture appeared after thereforming and opening-up. It rose sharply with the political and economicdevelopment in our country. It has great influence, which can’t be neglected, onmasses, especially on the college students whose thoughts are active. This paper is todiscuss the positive and negative impact of mass culture on the college students inorder to work out the strategy eliminating its negative impact on the students andstrengthen Ideological and moral education.The paper is divided into four chapters. The contents are listed as follows.The first chapter is the introduction part. It brings up the problems we want toresearch by the analysis of the social background. We analyze the domestic andforeign situation of this problem and work out a program, then decide the goal,contents and the research method.The second chapter is to discuss the mass culture from four aspects. We researchits basic contents and the basic form. And clarify the present status of development inchina.Finally conclude the five main characteristics, including mass, popularity,entertainment, technicality, commerciality.The third chapter is to discuss its influence on the college students from positiveand negative side. It promoted its creativity, which pushed forward the liberation ofcollege student’s thoughts, and enriched cultural life of the College Students, andbrought the development opportunity of Ideological and moral education for them.But on the other hand, it also made daily life dominated by the cultural consumptionand the mass’s consciousness which brought about the human creativity’s decline andhuman ego’s lost. From this sense, the mass culture has brought the alienation of dailylife.The fourth chapter mainly analyzed the strategy of mass culture’s negativeinfluence on college students. Firstly, with the self-regulation for the mass culture, wemust be guided by the advanced culture in order to ensure the development directionof the mass culture. Secondly, we must firmly resist the kitsch and enrich thethought connotation of mass culture. Thirdly, we should direct the mass culturalworkers and strengthen their sense of responsibility and mission. Finally, it isnecessary to regulate its market order by the mandatory and legal means. Inpromoting the college students’ taste, we mainly cultivate their esthetic quality andpersonality. In strengthening the Ideological and moral education, we must explorethe new mode and improve the approach.