| Today,following the development on information,the diversity of ideological and political inform has been the fact that does not dispute.People make choice every day in variety of ideological and political information,some of the ideological and political information are complementary,some of them are parallel irrelevant,some of them are conflict.Under the ideological and political environment,ideological and political information choice space of educates is multifarious,the ideological and political information that educators infuse to educates is part of the choice space of educates.The affect that ideological and political information of educators sustain is offset,erosion and interference.Ideological and political educators how to targeted "zoom in" their own voice,effective firmly occupy the heart position of the ideological and political education,is the time major issue for our.To solve this big time topic,we must study the educates choice behavior of ideological and political information.Now,western study of educates behavior in such aspects as psychology,sociology,behavioral science has made a lot of representative research results.Ideological and political education,however,as a special branch of education in our country,compared with those of western citizen education with Chinese characteristics,if completely copy the western theory of education behavior clearly has "the water" problem.At present,the scholars of ideological and political education pedagogue behavior research mainly focus on how convinced educate accept political ideas of educators transmission information internalizing behavior,and little attention for educates actively choose political thoughts information.Less academic attention educates active choice behavior,on the one hand because we attention to the individual value of ideological and political information is less;On the other hand is because in the past most of the time the information of ideological and political is not so rich and sufficient like now,educates have not more options to the ideological and political information.This study argues that political thought is a kind of information product,product of a kind of spirit,it condenses the general human labor,so the political thought is valuable,for the education individual has use value,namely political thought information with utility.People in order to obtain the utility of these political ideas information,must pay certain "expenses"(Scarce resources for educates): sometimes certain money,such as buying books,subscribe to the newspaper,network cable TV fee,etc.;In general is time-people know or understand a certain political thought information always spend certain amount of time;And energy-people learn to master a certain political ideas requires energy.In this way,like people choose tangible products(goods),people according to the spirit of the same principle to choose political thought information products: under the limitation of time,effort,cost,people choose for their utility information products the highest political thought.The behavior of the educated man is the ideological and political education activities in the sense of economics behavior,it explains why people choose to accept our "indoctrination" of some political thought.Based on the choice behavior analysis,the ideological and political education may take marketing model.In fact,we are using this model and method.In August 2016,the central television station broadcast two AD for the communist party of China's: "who am I" and "the heart",promote the communist party of China by form of advertising,is a vivid example.As we can see,educated in the real social life,comprehensive contact social various aspects,so,the ideological and political education must all-round influence of educates,forming resultant force.For the producers of the information of the political thought,educators,promoters,the purpose of marketing is to make educated choose the political thought information they recommended.marketing model significance lies in the fact that he stand at a new starting point compared to the traditional pattern of " forced to duck",it no longer rely on the power of administrative enforcement,really stood the educates point of view,design products from their perspective,convenient for them and set up a corresponding transmission channel,to seize their souls formulate the corresponding marketing strategy and pricing strategy.This research follows the Marxism theory,using dialectical materialism,historical materialism and contradiction analysis method,pay attention to personal and social unity each other.From the research train of thought,the characteristics of this study was to compare,the educates choice behavior theory reference to the theory of microeconomics,marketing mode of political thought draw lessons from the related theory of marketing.The technical research methods include: literature research,questionnaire investigation,case analysis,mathematical method,model method,system method,etc.The conclusion of this study is:(1)People choose a certain political thought information is based on the information brought him the utility.Utility has three aspects: the political and ideological information verify personal experience,explain the real world,and provide action guidance.The higher the political thought of information utility,people is more likely to chose them within the scope of people's time and energy,material economy level,intellectual level.(2)People to change their faith on some political thought,because of a different kind of political thought information provided him with a higher utility,or from a different kind of political thought information producers or promoter let him save resources-saving his time and energy,economic cost,mental loss,but get the same effect.(3)The pedagogue to political thought information is a kind of portfolio choice,rather than a single option.To average educates,not only two similar political thought information can coexist in their minds,and two opposite nature political thought information can coexist,therefore pedagogue is facing a complete political thought information table,can theoretically clear describe mathematical model of the mechanism that educates choose various political thought information.(4)Choice theory does not negate the effect of the education guidance.Educated as a social person,must maintain the existence and development of society,the demand for political thought directional information internally,and education guide for educates choice behavior provides a clear direction.Education change the choice of educators by changing the educates conditions facing.(5)The characteristics of the new type of educates with choice behavior is: with the plasticity;They face variety of ideological and political information,complete rational choice behavior under the action of external information environment;their subject status are more and more highlighted.The relationship between educator and educate is essentially the kind of "selected" and "choice".(6)The ideological and political education new marketing mode: product as the core,personnel as fundamental,channel for the position,in response to concerns as the means of political thought marketing.Marketing model of four control elements are: product,personnel,channel,concern,referred to as PPCC(2P2C)tools.The application of marketing mode of ideological and political education is mainly for 2P2 C tool flexible combination.This study has the following several aspects of innovation:The first is that ideological and political education marketing model is established.This study is based on political thought information choice theory,proposed political thought information products as the core,including the ideological and political education planning investment,transmission channel and influence promote four elements of the overall marketing model,it has important practical significance such as to we how to organize ideological and political education in the new period,to promote ideological and political education effect,and protect national ideology security.the second is the mining for the individual value of ideological and political education.The social value of ideological and political education theory has been more system full of digging,the individual value of ideological and political education as another in the great theory vaults,has yet to be vigorously explore.This article summarizes the three aspects of ideological and political education on individual value: validation of personal experience,explain the real world and provide action guidance.Three aspects of personal value completely from educates personal needs directly,not from the social value,is innovative mining on the ideological and political education personal value.The third is the found that the resources of the educates constraints and be included in the research framework.Previous studies have largely ignored the educates resource constraints,thought the educates can be infinite to accept the "container" of ideological and political information.This study found that educates in fact by the time,energy and economic substance of scarce resources.In all sorts of ideological and political information on the allocation of scarce resources is the economic problems faced the educates,so the article can from economics point study ideological and political education problem.The fourth is to explore the microcosmic basis of educate behavior.In theory,this study preliminary form new political thinking education theory-ideological and political education information choice theory.In the theory,the educate as the research object,do not stay in terms of educates main body role,the initiative to stand in the side of the educates facing the political thought of information to meet the requirements of the economics,the rational choice to explore the ideas from a variety of information to make the optimal choice of behavior mechanism,develop a broader space to study the behavior of educates,also laid a micro-economic foundation for ideological and political education mode. |
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