Research On Soft Power Of Colleges And Universities Counselors In New Media Environment

Since90s of20Century, the new media represented by the network media,handset media and digital television is springing up. with the characteristics of virtue,Timeliness, interactivity and conformability，new media is being acknowledged andaccepted by many colleges and universities students. With a result that new mediabecome the important surrounding for colleges and universities students’ survival anddevelopment, and then deeply affect their thoughts and actions. Counselors in collegesand universities are the mainstream in students ideological and political education，aswell as the organizer and executor, guider in students’ daily ideological and politicaleducation and management, faced with the profound changes of colleges anduniversities students’ thoughts and actions in new media environment, counselorsmust follow in advance of the time to strengthens own construction. Colleges anduniversities counselors’ power include two aspects, soft power and hard power. Tocarry out ideological and political education in the new media environment, collegesand universities counselors’ hard power is less effective，but the role and effectivenessof soft power is more greater. How to enhance the soft power construction of collegesand universities counselors become an important theory and practice topic of collegesand universities ideological and political education in new media environment.This thesis aims to make a systematic analysis and research on connotation,characteristics, present situation and problem, principles and countermeasures ofthe colleges and universities counselors’ soft power in new media environment by themethod of interdisciplinary research, method of comparative study, method ofquantitative data analysis and system analysis method, etc. This article indicates thesoft power of colleges and universities counselors in new media environment, ismainly refers to the counselors’ attraction influence and persuasion when they carryout students’ ideological and political education in new media environment. The softpower of colleges and universities counselors is indirect, latent and sustainable. Also, it contains the following basic elements, the whole image strength, emotioncommunication skill, organization and leading capacity, learning and researchcapacity, innovation ability, education and guidance ability, mental health counselingability and crisis management and ability to the emergency. It must stick to theprinciples as follows, the unification of science and value, unification of directionalityand affectivity, unification of systematicness and pertinence，unification of longevityand continuity, etc. The research to1770students and407counselors in18collegesand universities in Guangxi Province shows that, the colleges and universitiescounselors’ soft power, in General, is much stronger, and up to the work of collegesand universities ideological and political education in the new media environment,even so, there is still room for further promotion. The important problems we shouldfocus on soft power construction of colleges and universities counselors in the newmedia environment are as followings, colleges and universities counselors’ awarenessis not strong enough when use new media to carry out the education, the skills andabilities to use new media to education is incompetent, specialization andprofessionalization of colleges and universities counselors in new media environmentis of low level, the management system is not perfect. Therefore, the article putsforward following countermeasures for the construction of colleges and universitiescounselors’ soft power in new media environment, to raise the consciousness withcombination of online education and traditional education, strengthen new media liter-acy education, carry forward the specialization and professionalization building, andimprove the management system for colleges and universities counselors as well.