| Since reform and opening up, along with the acceleration of globalization process, popular culture develop rapidly and show a vitality in this piece of land. Popular culture become an important part of socialist culture with Chinese characteristics. Promote the reform of cultural system in our country, it is bound to strengthen the construction of popular culture. The tide of popular culture more and more exerts a subtle influence on the people’s emotions and thoughts. Contemporary college students,in the period of youth is full of vigor and vitality. So they are often the first to experience new things, and touch the pulse of popular culture with sensitive soul, to bear its ubiquitous influence.Now popular culture has become a part of people’s daily life, with its pervasive penetration through the mass media affects every aspect of people’s life. As one of popular culture major groups, college students are also deeply influenced by popular culture. Popular culture as a highly commercial culture, to have a positive impact on the shaping of the college students’values, and produced a variety of negative effects. Therefore, the analysis of the impact of popular culture on college students and adopting corresponding countermeasures, has great significance for college students to establish the correct values.This article is divided into four parts. The first part introduces the connotation and Characteristics of popular culture. Popular culture is the product of the western capitalist market logic, and is the result of the commercialization of culture. Popular culture is a cultural form that is opposed to the original elite culture. It can satisfy the psychological needs and be spread through mass media. Popular culture has some characteristics, including commercialization, visualization, entertainment,jeweiligkeit, standardization, depth-less-ness and so on. At the same time, the first part analyzes the vigorous development of popular culture in our country, and the enormous influence.The second part discusses the positive influence of popular culture on college students’values. Popular culture has a positive influence on college students. Popular culture provides more value choices for college students and help students form the equality consciousness. Besides, popular culture is helpful to college students’ personality liberation, formation of modern open mentality, and relieve stress.The third part discusses the negative impact of popular culture on college students’values. Popular culture build a pluralistic culture atmosphere, but also bring some negative impacts.The fourth part discusses the positive guiding countermeasures for contemporary college students under the background of popular culture. There are three main aspects of countermeasures. First, strengthen the actively guide of popular culture. Second, strengthen the construction of university campus culture. Third, strengthen the guiding role of the mass media. |
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