Stuy On The Effectiveness Of The Ideological-political Education Communication Of College Students In The Environment Of Mass Media

With the development of the information society and the coming of the new media era, the traditional, single elementary, closed Chinese social environment has gradually changed into a modern, pluralistic, open and competitive media one. The mass media, mainly composed of the television, newspaper, radio, and network, has profoundly affected and changed the thinking, value and behavior of people, especially its frequent users –college students. Under such a complex and changeable media environment, ideological- political education communication, which aims at spreading the social values and ideologies as well as cultivating and training the morality of people, should combine the theory and practice of communication into the research activities to promote the reform, broaden the horizon and increase the effectiveness of the subject.Based on the Marxism and ideological-political education theory, using the relevant theories and research results of communication and psychology, the paper, which is combined with investigations to the present conditions and problems, studies the effectiveness of ideological-political education communication of college students, analyzes its influencing factors, and concludes the inner principles and relationships of effective communication and acceptance. Eventually, the paper constructs the realization route of the ideological-political education communication of college students in different systems. The specific research work is conducted in the 6 chapters as follows.The first chapter introduces reasons of the research, the significance, present conditions, research ideas, methods, innovation, and definitions to the core concepts, which paves a way for the following researches. The second chapter illustrates the research domain and theoretical base of the effectiveness of the ideological- political education communication, for any scientific research should be conducted on the basis and frame of a certain theory. The effectiveness studies are primarily explained in three levels, namely, the effectiveness of communication results, elements and procedures. The acceptance of the college students for the ideological- political education communication serves as the final standard for evaluating the effectiveness. The research is conducted on the foundation of the Marxism, the acceptance theory of the ideological- political education and communication theories and some other related theories. The third chapter introduces the path dependence and evolution of the ideological- political education communication of college students. The paper, with the communication elements as a horizontal axis and the history as a longitudinal axis, analyzes and concludes the historical characteristics and the path dependence of the ideological-political education communication of college students. Combined with my research and some other authoritative investigation results, a conclusion is drawn that the fixed model and traditional path dependence gradually collapse and the effectiveness problem is highlighted in the environment of mass media. The fourth chapter analyzes the influencing elements of the effectiveness of the ideological- political education communication of the college students. The ideological- political education communication is a complex and dynamic social activity and lots of elements affect its effectiveness. The chapter mainly studies the static level in the sight of communication—the influence of the elements to the effectiveness, and the dynamic level—the influence of communication process to the effectiveness. In the era of the mass media, the environment, which becomes one of the most important factors affecting the ideological- political education communication, has a further impact to the effectiveness through the influence for the elements and procedures. The fifth chapter illustrates the optimization of the ideological- political education communication elements. The positive qualities which the communication elements should have and how to improve these qualities to realize the efficient communication in the mass media environment are explored from the aspects of communicators, communication contents, media, and audiences. The sixth chapter introduces the construction of the ideological- political education communication model and the realization of the effectiveness. Due to the complexity and changeability of the communicators, patterns, media and environment as well as the interaction and different effectiveness of these communication elements, a signal model cannot meet all the needs of elements. Therefore, this part mainly discusses the model of internal communication, interpersonal relationship, organizational communication, traditional mass media and new media. Besides, characteristics of the communication model and the realization path are also studied in this chapter.The paper gives a new examination and investigation to the ideological- political education communication of the college students from the angle of communication and analyzes factors affecting the effectiveness and methods for promoting it. The innovation of the paper lies in:Firstly, the paper analyzes and studies the effectiveness of the ideological- political education communication from the sight of the communication with the audience acceptance as a starting point, broadening the subject view and providing a new direction for studies. To begin with, for the remarkable changes of the internal and external environment of the ideological- political education under the condition of the mass media, adapting the communication theory to re-examine and re-study this subject has played a positive and significant role in both the theoretical innovation and needs of the practice.Secondly, this research angle weakens the relationship between the educator and the educatee in the education activities, while highlights the dominant role of the audience in information media in which the educator(the communicator) and the educatee(the audience) are the equal and closely-related components. The audience, boasting its stronger initiative and selectivity, plays a direct and critical part in the acceptance of the audience for the communication contents. In order to play a role of guiding thoughts, cultivating the character and regulating the behavior in such a free, open, complex and changeable mass media environment, the ideological- political education should increase the attraction, influence and the guiding force itself to achieve the best result on the basis of adequately respecting the subjectivity of college students and meeting their needs. Therefore, the research is benefit for broadening and innovation of the subject.Secondly, in the theoretical research, the theoretical framework and discourse system of the ideological- political education communication of college students are constructed preliminarily, which makes up for the present studies, systemizes and deepens the interdisciplinary studies between the ideological- political education and the communication. The ideological- political education communication which studies its information system and its operation rules serves as a branch subject of the ideological- political education. But for a long time, studies on the ideological- political education communication cannot form a scientific, systematic and comprehensive research paradigm and discourse system. The paper discovers the ideological- political education communication obstacles and scientific resolutions to eliminate them by using the communication theory and research results via the investigations to elements, effectiveness, procedure and interactions of the ideological-political education system. In this way, the model and mechanism of a virtuous circle can be constructed to promote the effectiveness of the activities and set up the theoretical framework and discourse system.Thirdly, a communication model and a realization route of the ideological- political education communication in various systems are constructed to make the research more scientific and easy to operate, which boasts a new attempt and exploration to the theory and practice of the ideological- political education communication. The present theoretical research has witnessed an inclination to set up an interactive type of the communication model. In the author’s opinion, it is not just one single model that exists in the communication process. Due to the complexity and changeability of the communicators, ways, media and environment as well as the diverse interaction and effectiveness among these elements, one single model cannot satisfy all the needs of the elements. Therefore, in this paper, the model construction and the methods to improve the effectiveness are discussed, which throws a new light and perfects the previous research on this field.