The Innovation Research Of College Students’ Ideological And Political Education Methods From The Perspective Of Audience Theory

With the economic globalization and the trend of social informatization increasingly strengthening, social interests contradiction is complicated, and social cultural content and form increasingly become rich and colorful. Besides,many vary values that are popular on society impact the mainstream values of Marxism, so there are changing so much on college students’ way of thinking, learning conditions and life style. This makes that some traditional methods of the ideological and political education can’t well meet the real needs of the education of contemporary college students. And, to a certain extent, it affects and restricts the sound effect of ideological and political education. Therefore, combining communication audience theory and ideological and political education method to carry out innovative research can expand new methods, improve the discipline system and form a new vision of ideological and political education and finally enhance the actual effect of it.From the view of communication, college students’ ideological and political education is a special kind of information transferring activities. The purpose of our study is adopting the theory of audience communication theory to study college students’ ideological and political education method, enhancing the pertinence and timeliness and improving the effect of ideological and political education. Individual characteristics, social relations, demand and participation of college students’ as audiences can be analyst by audience theory in order to find out the the defects of main methods used of audience theory in the current ideological and political education. This deficiency is mainly embodied in the incentive theory of education law, the education law, the typical in the concrete application of education law and practice law. The reasons mainly involved in ignoring differences in levels of audience, losing the function of "opinion leaders", ignoring the university student audience "use and satisfaction",and ignoring the actively participation of audiences and so on.Seeking a more scientific and reasonable method of ideological and political education innovation path can improve the actual effect of ideological and political education and do some beneficial exploration of promoting college students’ ideological and political education theory and practice study. College students’ ideological and political education method innovation path should be selected from the theory of individual differences and social relations, satisfy the need theory, and theory of social participation and so on. First of all, the college student audience difference incentive education activities have to be proceed; Secondly, the typical exemplary role of the college students’ opinion leaders should be paid more attention to, Thirdly, the methods to meet the demand of college students’ education of audience ought to be researched from the contents, method, carrier and environment four aspects; Finally, the school attaches great importance to college students’ social practice work, teachers use different methods to carry out the social practice and college students adopt various forms to participate in social practice work, so as to improve the effect of ideological and political education of college students.