There is no clear definition of big data at present. Wikipedia defines big data as information 1, which involves so much data that it cannot be intercepted, managed, processed and sorted by mainstream software tools in a reasonable time to help enterprises make more active business decisions. In his book Big Data, Xu Zipei defined big data as data whose scale has exceeded the traditional scale, and it is difficult for general software tools to capture, store, manage and analyze it. Vic Thomajer schoenberg, the author of The Age of Big Data, believes that "Big data is something that people can do on the basis of large-scale data, but these things cannot be done on the basis of small-scale data. Big data is the source for people to acquire new knowledge and create new value; Big data is still a way to change the relationship between markets, organizations and governments and citizens. " When People's Daily interviewed him on 38-9, he once said: "In my opinion, big data is a kind of values and methodology, and we are not facing random samples, but all data; Not accurate, but mixed; Not causality, but correlation. This is a big change in thinking and an interactive process-you can make big data from different angles and in different ways to get different results and benefits. " Based on this, the author believes that big data is a large-scale data, which can be quickly obtained, stored, managed and analyzed through effective technical means to promote social development.
At present, four basic characteristics of big data are generally recognized, namely 4V characteristics: large volume, wide sources and types, fast acquisition and processing, and low value density.
The amount of data is very large. In the modern sense, the category of "data" is greater than information. In the information age, the meaning of the word "data" begins to expand: it not only refers to "well-founded numbers", but also refers to all information stored in computers, including texts, pictures, videos and so on. Data has gradually become a general term for "numbers, words, pictures and videos" and is also synonymous with "information". 6256-257
There are a wide variety of data sources. In the information age, the way to obtain data is not limited to calculation, but also includes large records, that is, massive data uploaded to the network by people through mobile phones, personal computers, ipad and other terminals, as well as data stored by individuals in mobile phones, personal computers and other terminals. The types of data are no longer limited to the original computational data and structured data, but also include unstructured data such as pictures, audio and video that people record, save and upload to the network platform in their daily lives.
The speed of data acquisition and processing is very fast. The diversification of data sources makes data increasingly open and socialized, and data acquisition is more convenient, fast and comprehensive. With the development of big data, data processing technology makes data processing much faster than the traditional data era, and data processing is increasingly large-scale, software and intelligent.
Low value density. The value density is inversely proportional to the total amount of data, and the value density of big data itself is relatively low. It is necessary to mine and analyze massive data to get really useful information and form user value. The information of a certain field or a specific content formed on the basis of massive data is more relevant, comprehensive and effective, and its value is higher than the conclusion drawn by traditional small data analysis.
Second, 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 reflected everywhere in their study, life and work. On the one hand, college students get learning materials, entertainment information and work templates through the Internet and become users of big data; On the other hand, college students search and download learning materials, leaving traces of data, posting status on social networking platforms such as Weibo, uploading photos of their lives, and posting notices and activities through the Internet during work, thus becoming contributors to big data. Big data is closely related to college students. Through college students, we can understand the ideological trends of students and promote the construction of socialist core values.
(1) Big data provides a good environment for the construction of socialist core values.
Xu Zipei mentioned a case in "Top of Data: Big Data Revolution, History, Reality and Future": 20 13 July, it was reported that a girl from East China Normal University received a text message from the school: "Hello, classmate, I found that you spent less on catering last month. Do you have financial difficulties? " This warm information is also attributed to data mining: the school found that the meal fee for each meal was very low by mining the consumption data of campus meal cards, so it sent out a concerned inquiry, but later it was found that this was a beautiful mistake-girls were actually losing weight. The case of "6275" shows that students' status can be known in real time through big data. In the current environment of fierce collision between eastern and western values, it is of great significance to understand and master students' ideological trends by analyzing data, so as to achieve early detection and early treatment, which will provide a good environment for the construction of socialist core values.
(2) Big data provides a more effective method for the construction of socialist core values.
The education of values is not static, and its form is single. At present, the education methods of socialist core values in colleges and universities mainly include classroom teaching, theme class meetings, lectures in colleges and universities, social practice and online independent acquisition. So, which of these methods is more popular and active for students? Is there an unexplored and more acceptable way of values education in students' subconscious? Taking classroom teaching as an example, do students prefer teachers to give lectures, and do students attend classes in the form of interactive teaching? If video teaching is included in classroom teaching, what is the video content, how long the video has been optimized, and in what form. , are all issues worth discussing. The data obtained by questionnaire survey, sampling survey and other methods are small, incomplete and not completely representative, and students have self-awareness when filling out the questionnaire, so the results of the questionnaire are not necessarily the students' real thoughts. Big data is obtained through the massive information published by college students on the Internet. For example, students can enjoy the data published by QQ, WeChat, Fetion, Renren.com, Sina Weibo, College Students Online, E-mail and Dropbox. The data is more open, more extensive, more comprehensive and more real, and the conclusions drawn through analysis are more convincing. By analyzing the dynamic big data of college students' thoughts, we can comprehensively and continuously understand the trend of students' acceptance of values education. According to the characteristics of students in different grades, majors and colleges, we should adopt different forms to carry out values education, so as to truly teach students in accordance with their aptitude.
(3) Big data can effectively grasp the dynamic situation of socialist core values construction in colleges and universities.
The construction of socialist core values is an arduous long-term project, and its process is dynamic and plastic. It is necessary to grasp the state, development trend and development trend of values construction in advance, and adjust the methods, forms and priorities of values construction at any time. Information mining based on network data does not need to be investigated one by one, and the cost is low. More importantly, this analysis is real-time and there is no lag.
Third, relying on big data to promote the construction of socialist core values.
(1) Establish the concept of big data.
Big data is not only a high-end product of scientific research, but also exists in our daily life. Through data mining, Wal-Mart discovered the potential consciousness of customers-fathers often buy beer by the way when buying diapers-bundling "beer and diapers" to increase sales; Amazon uses data mining-analyzing customers' buying rules-"pre-judging delivery", that is, when shopping online, Amazon will send the package before the customer places an order; Netflix uses customers' online click records to predict what they like to watch and realize accurate marketing.
In colleges and universities, the value of data and data analysis can be reflected everywhere, and ideological and political education in colleges and universities already has the characteristics of big data. Building core values and giving full play to the value of big data requires college students to strengthen their awareness of big data, improve their sensitivity and forward-looking awareness of data, and cultivate their awareness of data enjoyment and dynamics. Data is not static, they should constantly accept new data and mine new information. According to data analysis, personalized propaganda of socialist core values.
(B) the establishment of a large database
Data is the foundation of building socialist core values in the era of big data. There are two ways to build a large-scale database: internally, summarize the campus data and the information released by students on various platforms through the university information network center; Externally, collect information released by the government and society related to the construction of core values. School electronic network information, network electronic platform used by students for communication, all kinds of information collected by various units in campus for convenient service management, information data generated by cameras and access control used in campus security service network.
(3) Cultivate a big data work team
If there is data without analysts, then data will always be just a bunch of numbers and have no 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 are mainly student affairs office, ideological and political teachers and counselors. It is necessary to train a group of people with high ideological and political awareness and high level of political theory to specialize in this matter, improve their big data awareness and big data processing ability, and adapt to the social demand for college students' data ability in the era of big data.