The Impact of the Digital Intelligence Era and the Revaluation of Journalism and Communication Employment Value—— A “Light” Quantitative Study Based on 206 Journalism and Communication Students from “Y University”, a Frontier Ethnic Minority Institution

Abstract

Against the backdrop of the digital intelligence era, journalism and communication education faces unprecedented opportunities and challenges. This study focuses on 206 first-year students majoring in Network and New Media and Advertising at “Y University”, a frontier ethnic minority institution. Through a quantitative analysis of their written responses to the “College Student Career Planning” course regarding employment concerns, reasons for choosing their major, and future plans, this research aims to reveal the employment cognition, career motivation, and action tendencies of this specific group amidst the wave of digital intelligence. The findings indicate that students generally experience anxiety and confusion regarding their employment prospects. Core issues revolve around “employment difficulties” “AI substitution” “devaluation of degrees” and “industry cycles”. Their motivations for choosing their major exhibit a mixed pattern of “interest-driven” “pragmatic compromise” and “alignment with the times”. Regarding employment planning, a predominant “risk-averse” tendency emerges, prioritizing “postgraduate entrance exams” and “civil service/public institution exams”. “Direct entry into the industry” and “self-employment” although secondary choices, demonstrate stronger initiative and personalization. The study concludes that journalism and communication students at frontier ethnic minority institutions are undergoing a profound shift from “idealism” to “realism” in their career choices. Their “risk-averse” tendency is not only a rational response to macro-level employment pressures but also reflects deep reflection on professional prospects and personal paths. This research provides an empirical perspective from frontier ethnic minority institutions for understanding the transformation of journalism and communication education and guiding student employment in the digital intelligence era.