The Study On Effectiveness Of Ideological And Political Education In College Under The Theory Of Audience

Audience theory is a modern communication theory, which is built audience-centered. Audiences are receivers of information, objects of communication, the core-sector in feedbacks, key factors to communication effectiveness, and are very critical to the success of communication activities. Therefore, to study the effectiveness of ideological and political education in college from the perspective of audience is an advantageous entry point to solve the plight of current ideological and political education and enhance the effectiveness. The study and application of audience theory helps ideological and political workers grasp a deeper and more comprehensive understanding of college students, analyze the cause of plight of ideological and political education, and then help put forward countermeasures, ultimately enhance the actual effect of ideological and political education.By taking the knowledge from audience theory, this paper applies interdisciplinary perspectives, descriptive method, documentary research method and experiential summarization to discuss problems and advance countermeasures from a standpoint of college students. Besides introduction, the content is mainly divided into four parts. The first part contains a review of audience theory, a summary on connotation of ideological and political education effectiveness as well as the connection between these two disciplines. The second part describes the plight of current ideological and political education. In this part, the problems of the ideological and political are analyzed from the perspective of college students combining current media dcological environment, including audience's subjective status being blurred, lack of feedback mechanism and mainstream value degradation. The third part explains why ideological and political education in college is facing a plight, from two aspects- information flow and audience's dynamic mechanism. The last part discusses countermeasures of optimizing ideological and political education effectiveness such as strengthening the audience positon, grasping their requirements and appropriate guidances.