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With the development of the mobile Internet, Internet celebrity culture has become extremely popular among Chinese college students and has become a part of their lives. All kinds of campus songs, ways of dressing, Internet buzzwords, etc. are popular among college students and spread rapidly among the student body. In order to cater to this trend, many colleges and universities are also trying to add some influencer elements to their campuses. Recently, Zhejiang University has set up some influencer-style landscapes on campus in the hope of attracting the attention of new students. The move sparked controversy among students. This article will use this case to explain the impact of Internet celebrity culture on the traditional campus culture of colleges and universities, and how universities should find a balance between inheriting their own cultural heritage and adapting to the needs of the development of the times.
Zhejiang University is a well-known university with a history of more than 100 years, and is known for its rigorous academic style. Recently, however, the university has set up some influencer-style landscapes on campus, which has sparked controversy among students. Some students felt that this kind of commercialization was incompatible with the school's serious academic style, gave the impression of snobbery, and should not be found in a century-old school.
Students' resistance stems from their aversion to commercial marketing practices, arguing that colleges and universities should not use marketing gimmicks to attract attention. At the same time, they are also worried that the Internet celebrity culture has diluted the connotation of campus culture and diluted the school's historical heritage. This resistance is also a reflection of the students' love and identification with the school, and they want the school to remain who they are and not lose their heritage.
Despite the controversy surrounding the setting of influencer landscapes, we need to understand the purpose of setting up influencer landscapes in schools. With the advent of the mobile Internet era, Internet celebrity culture, as an emerging youth culture, is very popular among college students. The school's setting up of the Internet celebrity landscape may be for the purpose of attracting the attention of new students and increasing the degree of popularity, reflecting the school's commitment to improving its own popularity and the close integration of the development of the times.
In the face of the impact of influencer culture, how should universities find a balance between inheriting their own cultural heritage and adapting to the needs of the times?
1.Maintaining traditions and values: As traditional institutions for the transfer of knowledge, universities should continue to inherit and maintain their excellent academic traditions and values, and should not easily abandon their own heritage and brand. Schools need to strengthen the education and guidance of students to enhance students' awareness and respect for traditional culture.
2.Cultivating students' innovative thinking: Universities should cultivate students' innovative thinking and entrepreneurial spirit, and encourage students to express themselves through innovation and creativity. The school can provide students with a platform and resources for innovation and entrepreneurship, so that students can put their ideas into practice, and at the same time, they can better adapt to the development of the times.
3.Educational marketing and business cooperation: Universities can enhance their own visibility and attractiveness through reasonable educational marketing and business cooperation, but they should pay attention to the method and content of cooperation to avoid excessive commercialization and vulgarization. Schools can partner with influential and well-known businesses to launch meaningful and high-academic value events.
4.Guide students to use the Internet healthily: Schools should strengthen the education of students' Internet literacy, and guide students to use the Internet and social networks healthily. Schools can carry out cyber security and information literacy training, and strengthen supervision and guidance, so as to prevent students from indulging in influencer culture, affecting their learning and healthy growth.
In short, while inheriting its own cultural heritage, universities should actively adapt to the needs of the development of the times, balance tradition and innovation, and not only maintain their own uniqueness and brand, but also adapt to the changes of the times and the needs of students. In the face of the impact of influencer culture, universities should think about how to use the Internet and innovative thinking to enhance their own attractiveness, and at the same time, guide students to use the Internet healthily and cultivate correct values and innovation capabilities.
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