Abstract
In contemporary higher education, the rise of social media has provided universities with new platforms for information dissemination, establishing connections, and shaping institutional culture. Universityspecific WeChat Official Accounts have emerged as crucial tools for interaction and information dissemination between universities and students. However, their influence on students' ideological perspectives, particularly in shaping socialist values, remains relatively underexplored. This research focuses on investigating the potential impact of the "BIFT ART SEA STUDIO" WeChat Official Account on the socialist values of art students. Socialist values, as an integral component of Chinese socialism, play a crucial role in guiding higher education. Art students, epitomizing creative thinking, contribute not only to the individual formation of values but also play a pivotal role in the inheritance and innovation of institutional culture. The "BIFT ART SEA STUDIO" WeChat Official Account, as a primary channel for information dissemination and interaction, is of particular interest in its potential influence on shaping the socialist values of art students. Through an in-depth exploration of the content, interactive strategies, and levels of student engagement on the "BIFT ART SEA STUDIO" WeChat Official Account, this research aims to unveil the mechanisms through which university-specific WeChat Official Accounts influence the socialist values of art students. The findings of this study contribute to a nuanced understanding of the role of social media in higher education and provide empirical insights for the development of informed educational management strategies. In essence, this research addresses existing gaps in the literature, delving into the substantive impact of university-specific WeChat Official Accounts on the socialist values of art students and offering practical recommendations and theoretical guidance for social media operations in higher education institutions.
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