I. The Connotation and Characteristics of Youth Culture in the New Media Era

Youth subculture is relative to mainstream culture. The group that generates this culture is characterized by youthfulness and relativity to mainstream culture. Some domestic experts and scholars believe that youth subculture is different from mainstream culture and refer to it as non-mainstream culture. The exploration of youth subculture originated from the Centre for Contemporary Cultural Studies at the University of Birmingham in the UK. Professional scholars in the cultural industry began to explore it and produced a batch of research results on youth subculture after1964. This team focused on the study of youth subculture. Youth subculture mainly points to the thinking logic and behavioral patterns of modern Chinese youth. It differs significantly from mainstream culture and is presented in a unique form, belonging to subordinate and branch cultures. With the advent of the new media era, trends of youth subculture with distinct characteristics have emerged, including internet spoofing texts and fan circle culture, presenting more specific, detailed, and prominent features based on the age distribution, region, and work attributes of the youth.

II. The Influence of Youth Subculture on Ideological and Political Education in Universities and Colleges under the Background of the New Media Era

Ideological and political education has always been a core part of school education, to which the Party and the State have always attached great importance, highlighting the intrinsic requirements of the Party and the State for cultivating talents' ideological and moral character and political literacy. College students are at an important stage of becoming adults and entering society; therefore, it is very necessary to carry out ideological and political education for them. However, since the new media era, ideological and political education in universities and colleges has encountered some difficulties. The development of new media has created a massive amount of information for young students. The rapid updating of electronic devices has accelerated the speed at which everyone receives information. It is also during this period that students have not yet established a correct and complete worldview, outlook on life, and values (often referred to as the "Three Views"). Therefore, they are unable to correctly and effectively identify valid content and may be influenced by the Internet. Such fragmented information causes conflicts between values and the mainstream social consciousness, hindering the effectiveness of ideological and political education in universities and colleges.

(A) Youth Subculture Impacts Ideological and Political Education in Universities and Colleges

Ideological and political education refers to "a social practice in which a certain class, political party, or social group adopts appropriate thinking concepts, political consciousness, and moral conduct to carry out planned, collective, and purposeful cultivation of its members, enabling them to establish appropriate ideological literacy." [1] Youth subculture cannot become the target of cultural choice for a certain class, political party, or social group; therefore, it cannot match the relationship between culture and education. However, this does not mean that the two are completely unrelated. They have corresponding relationships in the following aspects.

Because the college student group has a relatively high level of knowledge literacy, strong team cohesion, and the ability to quickly access new things, they have not only become the transmission subjects of youth subculture but may also be its creators and promoters. The target audience of ideological and political education for college students is college students themselves. Its fundamental purpose is to help college students grow into qualified builders and reliable successors of socialism with comprehensive improvement in morality, intelligence, physique, and aesthetics. Ideological and political education for college students takes "worldview, outlook on life, and values education as the starting point, with patriotism, collectivism, and socialism education as the guidance, while emphasizing education on social morality and family virtues, and opposing individualism." Generally speaking, youth subculture and ideological and political education for college students belong to two independent mechanisms that interact with each other. Under the premise of conflicting values, the functions of the two mechanisms present opposite effects, which will impact the effectiveness of ideological and political education in universities and colleges to a certain extent.

(B) Youth Subculture Weakens the Social Mainstream Ideology

In China, mainstream values usually refer to a thought that advocates the Core Socialist Values. Carrying out this aspect of education for the youth group and excluding those negative and non-mainstream values through correct concepts to build healthy and upward values is crucial for current domestic education. Its cultural attribute is determined by the attributes of the ruling Communist Party of China and the socialist country. In terms of cultural definition, it must follow Marxism. "Ideology is a thought mechanism of various strata and related groups, reflecting their comprehensive thinking and evaluation of the current world and its logic. It is also an expression of a political party's beliefs and concepts." [2] It is very necessary to clarify the dominant position of mainstream culture. Under the guidance of ideological and political education for college students, they will naturally support the dominant position of the ruling party and the stability of ideological thinking. In this process, it is necessary to pay attention to other cultures that may affect the status of mainstream culture. This is a necessary condition for ideological and political education to guarantee effectiveness. Youth subculture needs to use mass media, self-media, and other channels to continuously penetrate the study and life of university students through fragmented information. This scattered and fragmented information is often mixed with complex values, which weakens the guiding role of mainstream values among students to a certain extent. At the same time, the dissemination of不良 (negative/bad) youth subculture will also reduce its ideological nature, thereby affecting the foundation of the entire ideological and political education and weakening the education of social mainstream ideology.

(C) Youth Subculture Causes Some College Students to Lose Themselves

A common phenomenon of value disorientation among teenagers is internet addiction. Contemporary teenagers live in an environment of rapid social change and are deeply influenced by the effects of different cultural thinking and the collision of multicultural concepts, leading to certain challenges in their value choices. The development of new media and the convenience of the Internet have reduced people's perceptual expression to a certain extent. The traditional exam-oriented education model ignores the inner world of teenagers. When they face the pressure of study, life, and even future work, they often fall into their own confusion in a cycle and are even less able to clarify their own positioning in the mainstream culture, confusing themselves amidst diversified value choices. In order to relieve their own pressure and confusion, they continue to indulge in the Internet. Some young people even neglect sleep and food, indulging in online games, attempting to find the value of their own existence through the heroes in online games to dissolve the confusion in reality. These phenomena cannot fundamentally change the reality pressure and confusion of the youth group; instead, they fall into the anxiety of online games.

III. Exploration of Countermeasures for the Influence of Youth Subculture on Ideological and Political Education in Universities and Colleges under the Background of the New Media Era

Ideological and political education for college students under the influence of youth subculture not only focuses on Party spirit and gradation but also emphasizes aspects that occur frequently in daily life, enhancing the content richness and comprehensiveness of ideological and political education for college students. For example, current ideological and political education cannot ignore the lack of faith. It is necessary to constantly face up to the lack of faith. Patriotism education, diligence and thrift education, frustration education, labor education, safety education, and life education are all content that ideological and political education can extend. Integrating ideological and political education positively with professional courses helps both sides better exert the effectiveness of educating people.

(A) Enhance the Leading Role of Ideological and Political Education in Universities and Colleges

Ideological and political education in universities and colleges is the main channel for young students to receive mainstream ideology and value systems. Under the influence of the complex environment in the new media era, it is necessary to further enhance the leading role of ideological and political education in universities and colleges. Under the background of the new media era, the value concepts of young students are relatively complex. They receive information more quickly and conveniently, but it is also accompanied by fragmentation. The concepts expressed in many information contents may not be their original concepts. Just like many events on the Internet that reverse and reverse again, this is caused by the form of fragmented information on the Internet. The influence of youth subculture on young students has both positive and negative aspects. Under the guidance of negative values, young students are not easy to distinguish the value orientation for a while, and it is easy to form biased values under such a background. Therefore, it emphasizes strengthening the guiding role of ideological and political education in universities and colleges under the background of new challenges. Teachers of ideological and political courses in universities and colleges must have a high degree of sensitivity, grasp the characteristics of adolescent growth, see what they see, learn what they learn, and accurately grasp and effectively guide them within the context of young students.

(B) Strengthen the Curriculum Ideological and Political Education Function of Professional Courses in Universities and Colleges

Currently, various information technologies such as the Internet of Things and Big Data are gradually emerging, and data is also expanding rapidly. Related technologies have been applied to various aspects, and the world has high expectations for big data. When setting up ideological and political courses, universities and colleges need to combine the characteristics and requirements of the times and actively integrate with big data. It is necessary to gradually strengthen teachers' level of using information technology for teaching. Nowadays, with the advancement of information technology, higher education continues to introduce many supervision platforms, so the requirements for teachers have correspondingly increased. In order to adapt to the characteristics and needs of the times, it is essential to strengthen the ability of university teachers to use information means to carry out teaching work.

The author believes that Curriculum Ideological and Political Education (Curriculum Civics) has a similar effect to implicit ideological and political education, or in essence, Curriculum Ideological and Political Education is a type of implicit ideological and political education. Compared with explicit ideological and political education, implicit ideological and political education has the characteristics of being more hidden and easier to accept, and it is an indispensable part of ideological and political education in universities and colleges. Curriculum Ideological and Political Education should be combined with ideological and political theory courses in universities and colleges to work synergistically and generate a combined force for educating people. In the process of Curriculum Ideological and Political Education, practical courses or theoretical content analyses that are highly consistent with the learning content of university political education theory courses should be reflected as much as possible. Often, traditional ideological and political education for college students and professional courses are difficult to create synergy and usually do not interfere with each other, often appearing as "two layers of skin" (disconnected). College students are in different value environments and have different judgment standards, which will instead hinder the formation of unified social norms, causing them to have doubts about the behavioral constraints and moral norms described in textbooks, making it difficult to actually apply them to majors or practices. Curriculum Ideological and Political Education plays a vital role in this aspect, dissolving confusion and providing precise guidance.

Most universities and colleges pay more attention to students' professional course learning levels. Both teachers and students do not pay enough attention to ideological and political courses, and the construction level of Curriculum Ideological and Political Education in professional courses is relatively low. This presents a phenomenon where ideological and political theory courses and professional courses develop in parallel and seriously deviate. Because university students are basically just adults, their minds are relatively immature, and they are easily influenced by new things. However, they have not yet established a mature and stable worldview, outlook on life, and values, and often cannot scientifically and rationally judge some news and information on the Internet. It is necessary to find the value core of efficient ideological and political teaching courses, highlight the key points in teaching practice, and coordinate with counselors to understand the personal ideological status of college students. Negative aspects should be guided and resolved in a timely manner, and actively guided in ideological and political courses to avoid generating some wrong ideas from the source, helping college students grow up healthy and happy, and forming a scientific and correct worldview, outlook on life, and values. At the same time, attention should be paid to understanding the internship and employment situation of professional courses. According to student employment data, it can help grasp the development trends of the industry, facilitate the timely adjustment of discipline configuration, and more importantly, guide students to develop in the right direction and strengthen educational effectiveness.

(C) Actively Promote the Integration of Youth Subculture and Ideological and Political Education in Universities and Colleges

In the contemporary era of cultural diversity, we cannot view youth subculture narrowly, nor should we maintain an attitude of resistance or neglect. On the contrary, we need to guide and lead it in a positive and upward direction, carefully explore the fashionable and innovative factors reflected in youth subculture, thereby enriching the content of mainstream cultural education, and providing new resources and new methods for ideological and political education for college students. It is necessary to closely connect with the real life of college students and adjust and optimize the transmission channels and models of mainstream culture. Propaganda and education need to pay attention to using flexible and rich methods to avoid rigid transmission to students. The propaganda content should be as detailed and distinctive as possible, making reasonable use of information dissemination media such as Weibo and WeChat, so that young students can understand the content more directly and comprehensively. In addition, it is necessary to emphasize the communication link with young students, allowing everyone to actively comment and communicate in real-time, and also express their ideas on forums and other platforms. Teachers can also grasp their recent ideological trends by monitoring students' situations in the network system, so that conceptual guidance can be carried out more quickly and accurately. With the help of appropriate transmission media and models, precise content transmission, efficient communication, and timely feedback can be achieved. It is necessary to closely connect with the real life of college students, especially some aspects they care about, including employment, promotion and development, etc., select methods preferred by young people to strengthen communication effects, and maximize the distance with young college students, making them more willing to understand and receive mainstream culture, so as to practically organize and carry out ideological and political education goals for college students such as ideal and belief education, patriotism education, collectivism education, and serving the people education.

参考文献：

1. [1] Zhang Yaocan, Zheng Yongting, et al. Modern Ideological and Political Education. People's Publishing House,2001, p.6.
2. [2] Tong Shijun. New Theory of Ideology. Shanghai People's Publishing House,2006, p.1.
3. [3] Chen Dianlin. Research on the Influence Mechanism of Youth Subculture on Ideological and Political Education of College Students. Guangming Daily Press,2010, p.222.
4. [4] Ou Shengrui. University Subculture and Ideological and Political Education of College Students. Journal of Hengyang Normal University,2007(1).