Big Data is not yet clearly defined. Wikipedia defines big data as: big data refers to the amount of data involved is so large in scale that it is impossible to achieve the information that can be intercepted, managed, processed, and organized into a more positive purpose to help business decision-making in a reasonable period of time through the current mainstream software tools.1 In his book "Big Data," Xu Zi Pei defines big data as: data whose sizes have exceeded the traditional sense of scale, and which is difficult for general software tools to to capture, store, manage, and analyze.2 According to Viktor Tomair Scheinberg, author of The Age of Big Data, "Big Data is what people can do with large-scale data that they couldn't do with small-scale data. Big data is a source of new perceptions and the creation of new value; it is also a way to transform markets, organizations, and the relationship between governments and citizens." 38-9 When People's Daily interviewed him, he said, "In my opinion, big data is a value, a methodology, and what we are facing is not random samples but plenary data; not precision but hybridity; not causality but correlation. It's a big change in thinking, and it's more of an interactive process - you can do big data from different perspectives and in different ways, and get different results and benefits." 4 Accordingly, the author believes that: big data is large-scale data in which valuable data that can be rapidly acquired, stored, managed and analyzed by effective technical means that can drive social development.
The four basic characteristics of big data are now generally recognized as the 4V characteristics: large scale (Volume), wide range of sources and types (Variety), fast acquisition and processing speed (Velocity), and low value density (Value).
Data Volume. The modern sense of "data", the scope is larger than the information. Into the information age, "data" word connotation began to expand: not only refers to the "based on digital", but also refers to all the information stored in the computer, including text, pictures, video, etc.. Data has gradually become a collective term for "numbers, texts, pictures, videos" and so on, which is synonymous with "information".6256-257
Data comes from a wide range of sources and is of various types (Variety). In the information age, the access to data is not only limited to computing, but also includes large records, i.e., the huge amount of data that people upload to the network through cell phones, personal computers, ipads and other terminals, as well as the data that individuals store in their cell phones, personal computers and other terminals. The type of data is also no longer limited to the original computing data and structured data, but also includes unstructured data such as pictures, audio, video, etc. that people casually record, save and upload to the network platform in their daily life.
Velocity of data acquisition and processing. The diversification of data sources has resulted in increasingly open and socialized data, making it easier, faster, and more comprehensive to access data. Accompanied by the development of big data and the birth of data processing technology makes the data processing speed is much faster than the traditional data era, data processing is increasingly large-scale, software, intelligent.
Low value density (Value). The value of the density of high and low and the size of the total amount of data is inversely proportional to the value density of big data itself is relatively low, the need for massive data mining and analysis in order to get truly useful information, the formation of user value.5 based on massive data formed on the basis of the formation of a certain field or a specific content of the formation of the information, the relevance of the information is stronger, the information is more comprehensive, the effect is more pronounced, the value of the value of the data is higher than that of the traditional analysis of small data. Conclusion.
The importance of relying on big data to promote the construction of socialist core values
Big data has been integrated into the daily life of college students, and college students' learning, life, and work reflect big data everywhere. On the one hand, college students have become the enjoyers of big data by acquiring learning materials, entertainment information and work templates through the Internet; on the other hand, college students have become the contributors of big data by searching for and downloading learning materials and leaving data traces, posting statuses and uploading photos of their lives on social network platforms such as microblogs, and releasing notices and activities via the Internet in the course of their work. Big data is closely related to college students, and through college students, we can understand the dynamics of students' thinking and promote the construction of socialist core values.
(1) Big data provides a favorable environment for the construction of socialist core values.
Xu Zipui mentioned a case in "Top of the Data: Big Data Revolution, History, Reality and Future": in July 2013, it was reported that a female student of East China Normal University received a text message from the university: "Hello, student, I found that you spent less on food and beverage last month, I wonder if you have any financial difficulties." This warm text message was also thanks to data mining: by mining the consumption data of the campus meal card, the university authorities found that her meal expenses for each meal were low and sent out a concerned inquiry, but then realized that it was a beautiful mistake-the girl was actually on a diet.6275 This case illustrates that it is possible to understand real-time understanding of Students state, in the current environment of intense collision of Eastern and Western values, by analyzing the data can understand and grasp the dynamics of student thinking, early detection, early treatment, for the construction of socialist core values to provide a good environment is of great significance.
(2) Big data provides a more effective method for the construction of socialist core values.
Values education is not static, single form, the current socialist core values education in colleges and universities are mainly in the form of classroom teaching, thematic class meetings, college lectures, social practice and independent access to the network. So, which of these ways are more popular with students, acceptance of the initiative is stronger way? Are there any unexplored ways of values education that are more acceptable to students' subconscious? Take classroom teaching as an example, do students prefer the form of lecturing by the teacher and listening by the students or interactive teaching? If video teaching is incorporated into classroom teaching, what kind of video content, how long a video is optimal, and in what form it is presented are all questions worth exploring. Questionnaire surveys, sample surveys and other ways to obtain a small amount of data, not comprehensive enough, not fully representative, and students fill out the questionnaire with self-consciousness, the results of the questionnaire may not be the students' real ideas. Big data is obtained from the massive information released by college students on the Internet, such as the data released by students through QQ, WeChat, Fetion and other communication software, RenRen, Sina Weibo, college students online and other online social platforms, as well as mailboxes, Dropbox and other data **** enjoyment platforms. The data are more open, broader, more comprehensive and more real, and the conclusions drawn from the analysis are more convincing. By analyzing the big data on the ideological dynamics of college students in universities, it is possible to understand the tendency of students to receive values education in a comprehensive and timely manner. According to the characteristics of different grades, different specialties, different colleges and universities, the use of different forms of values education, truly "tailored to the needs of the students".
(3) Big data effectively grasp the dynamics of the construction of socialist core values in colleges and universities.
The construction of socialist core values is an arduous long-term project, and its process is dynamic and ductile, so it is necessary to grasp the state of values construction, development dynamics, and development trends in advance and at all times, and to adjust the methods, forms, and focuses of values construction at any time. Information mining based on network data does not need to be investigated one by one, the cost is low, and more importantly, this analysis is real-time, without lag.6268
Three, relying on big data to promote the construction of socialist core values
(a) Establishing the concept of big data
Big data is by no means just a high-end product of scientific research, big data exists in our daily life. Walmart through data mining found that the potential awareness of customers - fathers tend to buy beer when buying diapers - bundled "beer and diapers" to improve sales; Amazon through the data mining - analyzing customers' buying patterns - "pre-emptive shipping", i.e., Amazon sends the package before the customer has placed the order when shopping online; Nifty uses customers' online click history to predict their preferred viewing habits. online click history to predict what they like to watch, enabling precision marketing.
In colleges and universities, the value of data and data analysis can be reflected even more everywhere, and the ideological and political education work in colleges and universities has been equipped with the characteristics of big data.7 To build core values and give full play to the value of big data, it is necessary for student workers in colleges and universities to strengthen the awareness of big data, improve the sensitivity and foresight of data, and cultivate the awareness of data*** enjoyment and dynamics, and data is not static, to constantly accept new data, mining new information. Based on the analysis of data, personalized to promote the construction of socialist core values.
(ii) Establishment of a large database
Data is the foundation for the construction of socialist core values in the era of big data. There are two ways to establish a big database: internally, summarize the data on campus through the university information network center and the information released by students on various platforms; externally, collect the information released by the government and society related to the construction of core values. Information data generated by the school electronic network information, the network electronic platforms used by students for communication, the various information summarized by the campus units statistically saved for the convenience of service management, and the cameras and access control devices used by the campus security service network.
(C) training big data workforce
Light data without analyzing talents, then the data will always be just a pile of numbers, without any value. The low value density of big data requires data analysts to design software or programs that can accomplish specific tasks and intelligently analyze massive data. The staff of socialist core values construction in colleges and universities is mainly based on the student work office of colleges and universities, civics teachers and counselors, and it is necessary to cultivate a group of personnel with high ideological and political awareness and high level of political theory to specialize in this matter, and to improve their awareness of big data and big data processing capabilities to adapt to the needs of society in the era of big data on the data capabilities of college students.