The Dual Influence of Traditional Chinese Culture Communication on the Formation of Youth Values in the New Media Environment

The cultivation of college students' values is a core issue of ideological and moral education for young people in the new era. As an important path to cultivate college students' correct values, traditional Chinese culture education has achieved innovative breakthroughs in communication forms and scope empowered by new media technologies, yet it has also bred many disorders due to the inherent characteristics of new media communication. Taking the communication of traditional Chinese culture in the new media environment as the research object, this paper systematically analyzes its positive value and practical negative impacts on the formation of college students' values in combination with the core characteristics of contemporary college students' values, and finds that the current communication of traditional Chinese culture has prominent problems such as fragmented content, emotional expression and strong subjective interpretation. Based on this, taking the entire communication process of "output-medium-reception" as the foothold, this paper puts forward targeted improvement suggestions of improving the professional competence of creators, strengthening the review authority of platforms and giving play to the leading function of school education. It aims to standardize the communication behavior of traditional Chinese culture from the root, improve the communication quality, and facilitate the positive guidance of traditional Chinese culture on the cultivation of college students' values.