| Political Ideological Education(PIE)is a fine tradition and political advantage of Communist Party of China(CPC). The PIE of the new era of colleges plays a very important role in the fostering of the builders and successors of the proletarian cause, which is of importance to the future of our nation. In recent years, colleges have, in addition to the hardware input into the PIE, achieved greatly in the construction of PIE personnel, the building of operation system and the management of students, which improves the effectiveness of PIE at colleges. Changes have taken place in accordance of national and international situation in the environment, channel, object and means of the PIE of college students. These changes have had great impact on the college PIE. In a sense, they have weakened the effectiveness of the PIE at college. The present paper studies the improvement of the effectiveness of college PIE. The paper, by the means of the integration of theory and practice, does three things: ①giving an account of the ideological condition of college students; ②analysing the causes that have led to the weakening of the effectiveness of college PIE;③putting forward some measures to improve the effectiveness of college PIE.This paper covers three parts.Part I :ideological condition and new characteristics of college students in the new era. College students living in the very complicated social surroundings are influenced the changing national and international situation. Their ideology bears the following features: lack of the ability to tell right from wrong in spite of their warmth in political participation, successive eagerness in the pursuit of personal values in spite of their high motivation, psychological perplexities, their attachment of importance to competition and participation, opportunism, low quality of public morality in spite of their relatively high academic qualifications.Part II: the causes leading to the weakening of the effectiveness of college PIE.There are five causes.(I) National and international factors have negative effects on PIE of college students:①International effects；②National effects.(II)The defects in educational reform have negative effects on PIE of college students:①the new PIE mode doesn't go with credit system;②The social reform of rear service has bad impact on PIE.(III)The low quality of the PIE personnel lowers the effectiveness of PIE. ①The leadership doesn't attach due importance, lacking in the sense of whole-staff education.②The quality of political tutors awaits improvement.③The rear-sevice personnel lacks the sense of participating in PIE of college students. (IV)The stagnation of PIE content, method and means, harms the effectiveness of PIE. ①The "two courses" have failed to exert their chief-channel function, their content being old and method being inflexible.②college students can not put what they learn into practice for lack of practice links in PIE.(V)There is a tendency of emphasizing wisdom and belittling ideology in the evaluation of the comprehensive qualities of college students.Part III: The measures that strengthen the effectiveness of college PIE in the new era. (I) Creating the atmosphere of three-dimension education: family, society and college. Families should continue their education for college students; All walks of life including mass media, cultural and art circles should provide healthy spiritual food for college students; colleges should optimize campus environment in order to exert an imperceptible influence on their students. (II)Deepening education reform and perfecting auxiliary measures: ①constructing three-dimensional working mode for the PIE of college students; ②insisting that colleges are the main body of students management, (III)Clinging to the socialist guiding principle and upgrading the quality of PIE personnel, (IV)setting up the PIE system of main channel harmonizing with multi-channels, and strengthening PIE in all dimensions (V) Building scientific, reasonable and all-round evaluation...
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