Research On The Negative Impact Of Short Video Generalization On University Students And Coping Strategies

With the rapid development of new media,media forms are constantly being updated and replaced.Short videos have gradually become a platform for university students to obtain information and leisure and entertainment due to their characteristics of efficient communication,timely production and composite subject.As an entertainment platform with cultural attributes,short videos,induced by commercial interests,are gradually catering to market demand,over-pursuing entertainment and creating the illusion of cultural carnival,leading to the prevalence of the phenomenon of pan-entertainment of short videos.The phenomenon of short-format video entertainment has gradually affected the establishment of correct values of university students,and has become an inevitable problem for ideological and political education in universities.If the youth are strong,the country will be strong.The value orientation of the youth will affect the realization of the Chinese dream of the great rejuvenation of the Chinese nation.This paper takes the negative impact of short video pan-entertainment on college students’ values as the main subject of study,and then analyses the reasons for the negative impact and proposes strategies to deal with it.The main aspects are as follows:firstly,it analyses the phenomenon of short-form video entertainment and the related concepts and characteristics of "university students’ values",and clarifies the theoretical basis of the article from three aspects: Marx’s theory of labour alienation,Marxist values and the theory of ideological and political education environment.Secondly,the empirical research is conducted by means of a questionnaire survey,which mainly investigates the exposure of college students to short videos,the cognition of college students to pan-entertainment,the attitude of college students to pan-entertainment of short videos,the influence of pan-entertainment of short videos on college students’ values,and the causes and countermeasures of the influence of pan-entertainment of short videos on college students’ values,so as to provide data support for the later research discussion.The survey was conducted to provide data support for the subsequent research discussion.Thirdly,based on the data from the questionnaire survey,we analyze the negative impact of the pan-entertainment of short videos on the values of college students,and at the same time,we analyze the causes of the negative impact of the pan-entertainment of short videos on the values of college students with relevant theoretical knowledge.Finally,according to the causes of the negative influence of short video pan-entertainment on college students’ values,we propose corresponding countermeasures,mainly from the short video industry and platforms,relevant government departments,mainstream media,colleges and universities,and college students themselves,to help college students resist the negative influence of short video pan-entertainment phenomenon and form correct values.The purpose of this study is to understand the current situation of the influence of short-form video on university students’ values,analyse the causes of the negative influence of short-form video on university students’ values,analyse the attitudes and value orientations of university students affected by the phenomenon of short-form video,so as to propose effective strategies to deal with the negative influence of short-form video on university students’ values,and guide university students to In this way,we propose effective strategies to deal with the negative impact of short-form video entertainment on students’ values,and guide students to become firm believers and exemplary practitioners of core socialist values in the new era.