Positive impact:

The value orientation, life concepts and behavioral norms advocated by the mass media all affect college students’ pursuit of truth, goodness and beauty. At the same time, it also plays a role in cultivating a healthy mentality and an open mind. , noble sentiments and excellent moral cultivation have a positive guiding role.

First, the integration of values. The linkage of mass media makes college students closely connected with campus, family and society, which will inevitably produce an effect that enables the interaction of different values ????in different cultural levels, statuses, and communication backgrounds, thus promoting the Integration of self-worth and social value.

Second, correct wrong ideas. The mass media supports the effective value of specific social behaviors, publicly exposes dark social behaviors, and carries out ruthless lashing, so that college students can be alert to these ugly behaviors, distinguish right from wrong, correct wrong values, and form good moral norms. This will have a positive guiding effect on the formation of college students' core values.

Third, the establishment of the main role of college students. Society usually has expectations for the subject role of college students and evaluates their behavior and value orientation. The mass media gives college students a specific social status or role to a certain extent, and profoundly affects their value choices and subjectivity. Establishment of status. Through this kind of evaluation, college students gradually form the concept of subjectivity and shape excellent social role values.

Fourth, obtain abundant resources. With the continuous reform and innovation of mass media, especially the rapid development of the Internet, information coverage has expanded to the world. College students can widely absorb information covering the world, which has a strong impact on their ideas and concepts, allowing college students to have a deeper understanding of society and society. Creating new opportunities and meeting new challenges has practical significance for them to enter society.

Fifth, improve overall quality. The popularization of mass media is reflected in paying more attention to people's livelihood and paying attention to social hot and difficult issues. The media's attention to social hot spots such as "Focus Interviews" and "News Investigations" have enriched the ideological and political education of college students and made moral education more relevant to society and society. Face reality.

Sixth, enhance national pride. The mass media are becoming more and more powerful in promoting the party's line, principles and policies. It is a kind of positive inspirational education for college students, and it plays a role in building national self-confidence and enhancing national pride.

Negative impact:

In recent years, the vulgarity of mass media in entertainment news and online communication has become more and more intense. The increasingly entertainment-oriented trend of mass media has greatly reduced the credibility of the media. , deviating from the guiding function of college students’ core values. The specific manifestations are as follows:

First, the distortion of values. The high degree of freedom and openness of mass media has led to misunderstandings in college students' understanding and judgment of objective values. Individual consciousness has rapidly expanded, and individualism tendencies are obvious. The intensification of mass media's pursuit of interests and vicious competition has led to a serious imbalance between material value needs and spiritual value pursuits, making college students' value choices utilitarian and distorting their value concepts. From caring about national interests to advocating self-interest; from collectivism to personal heroism; from focusing on social values ??to self-centered values. In particular, the open development of the Internet, the greatly relaxed freedom of speech, and the emergence of "self-media" controlled by the grassroots masses have led college students to excessively pursue absolute personal freedom, deviate from core values, abandon morality and pursue utilitarianism, abandon tradition and pursue fashion. Distorted values ??that refuse to contribute and focus on taking.

The second is the decline of traditional morality. The bad tendencies conveyed by the mass media will take the opportunity to penetrate the decadent world view and values ??of the bourgeoisie, causing the moral quality of some college students to decline. The traditional concepts of good moral character, respecting teachers and teaching, filial piety and benevolence have lost their appeal in the minds of some college students. Their world outlook, outlook on life and values ??have significantly deviated, and traditional moral concepts have been lost. The resulting crime phenomenon among college students has frequently been reported in the news, which is distressing.

The third is a negative attitude toward life.

The negative influence of mass media can easily lead to a negative attitude towards life on the part of some college students. Superficial interpersonal interactions and unscrupulous communication attitudes on the Internet all lurk great psychological risks. Real-life communication between people and society is submerged in the virtual world, and communication methods are replaced by various emoticons, which leads to a passive and escapist mentality among college students and causes social and interpersonal crises.

The fourth is to weaken thinking and imagination. The media is particularly good at building overwhelming momentum to achieve the goal of pursuing profits. The values ??of college students are easily shaken, and they often fall into the quagmire of media propaganda. For example, they consume a lot of energy on entertainment and entertainment programs, indulge in online games day and night, make virtual friends over the air, etc., which seriously affects their studies and reduces their rational thinking ability. This severely restricts the imagination and creativity of college students and weakens the motivation for the formation of core values.

The fifth is the loss of the humanistic spirit. The mass media has created a series of "fast food culture" through television and online media. The blind worship of hyped phenomena such as "super girls" and "fast boys" has guided college students' values ??to develop in reverse, focusing on speculation while ignoring their own accumulation, resulting in the loss of the humanistic spirit. .

Sixth, it is full of commercial flavor and encourages high consumption psychology. The mass media itself is inevitably marked with commercialization. Leading fashion trends, pursuing brand effects, and enjoying excellent quality are all important factors that induce the value orientation of college students to deviate. A considerable number of college students are spending more and more money on their studies, while their entertainment and cultural consumption is becoming increasingly relaxed. Bad consumption patterns, exaggerated by the mass media, interfere with college students' ability to discern, encourage the vanity of the younger generation, and affect the shaping of core values.