Abstract: The forms of subjective non-utilitarian digital labor are called passive digital labor forms of college students, such as the recording of traces of life and the attention to relevant content under the precise push of the algorithm. In the process of passive digital labor, neoliberalism, which highlights efficiency too much, and consumerism, which devours symbols, are actively conveying a certain ideology. However, the shaping of college students' values is faced with challenges such as the difficulty of mainstream ideology taking root in the context of "double virtuality", the deep loss of college students' subjectivity and the easy falling into the trap of virtual rationality and emotion. In the process of college students' passive digital labor, ideological guidance should change from "form" to "essence", and help college students to change from "passive" to "active" labor under the guidance of Marxist labor values. The passive digital labor of college students should be both "empowered" and "inspired". In this way, it will positively guide the construction of college students' ideology in the process of passive digital labor.