The Study On Contemporary Servicemen’s Core Values Cultivation Of Young Officers And Soldiers From The Perspective Of New Media

Based on the development of traditional media, new media is the form of broadcastingthat can apply digital technology, internet technology and mobile communication technologyto provide users information and entertainment services via the channels like internet,wireless communication network and satellite, etc. and the terminals which includecomputers, mobile phones and digital television and so on. With the popularity of the internetand mobile phone and the advance of Web2.0and3G technology, new media has been themedia that is in new pattern based on the development of the traditional media likenewspapers and periodicals, broadcasting and television, etc.At present, the new media as a new force, which is represented by network media andmobile communication media, has risen quickly and brought the revolutionary transformationin the way of broadcasting and the profound change in the pattern of public voices. As themedia environment where young officers and soldiers stay is changed, new media has greatlyconverted their former cognitive method,communication way and thinking pattern and theninfluenced their ideology, value orientation and behavior practices, which produces thecomprehensive and revolutionary influence on contemporary servicemen’s core valuescultivation of young officers and soldiers. The tremendous broadcasting advantage of newmedia is not only to expand the propaganda platform of the contemporary servicemen’s corevalues, but also widen the theoretical horizon of young officers and soldiers. Meanwhile, thesophisticated and diversified information affect their value judgment and selection. The“decentralized” structure of new media can enhance the affinity cultivation and arouse theparticipation activity of young officers and soldiers. It effectively motivates their main rolesense and weakens the authority and leading discourse power of ideological and politicaleducators. The “bidirectional interaction”, as the communication way of new media, caneliminate the communication gap between the officers and soldiers and immediately grasp theideological trend, which impacts greatly on the traditional teaching method of unidirectionalinculcation in the field of ideological and political education. Although the new media is ableto enrich the culture broadcasting patterns and facilitate the “implicit value education”, the stealthy “role” of new media degrades some young officers and soldiers real responsibilityand results in their behavior anomie. The appearance and wide application of new media incampus not only provide the great opportunity for deepening the cultivation of contemporaryChinese servicemen’s core values but also give rise to the new tough challenges confrontingthe core values cultivation. How to take the opportunity to deal with the challenges andactively occupy the new media position to hold the initiative of contemporary servicemen’score values cultivation under new media situation and how to expand new approaches usingtechnologies to deepen the core values cultivation of young officers and soldiers, which hasbecome an important and urgent subject for cultivating core values in our army ininformatization times.The paper regards the contemporary servicemen’s core values cultivation of youngofficers and soldiers as the study object. Meanwhile, new media have been taken into accountduring the contemporary servicemen’s core values cultivation of young officers and soldiers.The first part of the paper defines and explains the core concepts, like new media, youngofficers and soldiers, and contemporary Chinese servicemen’s core values, from thetheoretical perspective, and then illustrates the influence of the general rule of value identityon the core value cultivation of young officers and soldiers. The second part analyzes theopportunity and challenge that the contemporary Chinese servicemen’s core values cultivationof young officers and soldiers faces in new media times. Moreover, it probes main problemsthat exist in current cultivation of Chinese servicemen core values of young officers andsoldiers based on the questionnaires. The third part puts forward four strategies to deal withthe problems which exit in the current cultivation process. The first one is to establish typicalpropaganda platform to build excellent military network and occupy the new media positionby optimizing theory propaganda information platform and constructing the conversationcommunication platform. The second one is to strengthen the leading discourse power ofcontemporary Chinese servicemen’s core values with highlighting the contents constructiontheme, intensifying the agenda setting orientation, and using “opinion leader” to promote thepublic voices guiding competence. The third one is to promote the development of diversifiedcultivation patterns by means of deepening the “explicit cultivation”, focusing on the “culture feedback”, and digging “implicit education”. The fourth one is to strengthen the ideological“firewall” and emphasize on prevention of new media anomie through enhancing thecapability of internet public opinion analysis, propelling the media literacy cultivation andheightening the extent of self-discipline management.The paper makes reflection and reconstruction on cultivation of Chinese servicemen’score values of young officers and soldiers under the background of new media. Then it pointsout the effective approaches and strategies to strengthen and improve the cultivation ofChinese servicemen’s core values in the new media situation. To some degree, the papermakes up for the deficiencies in the research fields, and enriches the theoretical researches oncontemporary Chinese servicemen’s core values in our army. What’s more, it is helpful for theadministrative department of military propaganda and education to grasp the general rule ofChinese servicemen core values cultivation，which makes the cultivation work that targetsyoung officer and soldiers much more operational. The thesis has great significant to expandthe new cultivation methods and improve the real cultivation effect.