Innovative Research On College Students' Ideological And Political Education Based On The Theory Of Persuasion

With the advent of the information age,the Internet,especially the new media technology develops rapidly,which has a broad and far-reaching impact on people's lives.Meanwhile,in the context of a comprehensive deepening of the social transformation,the internal and external environment of ideological and political education has undertaken great changes as culture at home and abroad has been conducting continuous collision and innovation.Even though the ideological and political education of college students is developing with the times,there are still some problems in its actual effects.Therefore,it becomes an inevitable issue in the ideological and political education of college students in the new era to pay attention to the existing problems and to improve the application situation.This paper will observe and study the application of Hovland's persuasion theory in Communication Studies to the ideological and political education of college students in view of the background of information age and the close relationship between ideological and political education and Communication science,enriching the theory and practice of Ideological and political education of College Students.Persuasion theory is applied to analyze the impact of information transmission on the communication targets including the impact on their daily habits,thinking pattern,behavior,etc.,and how to achieve specific communication objectives by appropriate means.Similarly,the ideological and political education of college students is a communication activity taking college students as audiences,which is responsible for shaping the correct world outlook,outlook on life and values of College students.It will not only benefits interdisciplinary innovation but also do good to the ideological and political education of college students by strengthening its effectiveness to conduct a study of college students' ideological and political education from the perspective of persuasion theory based on communication studies.This thesis consists of five parts.The first part serves as a summary of the background and the significance of the study and as an overview of the research status at home and abroad with pointing out its innovation and deficiency.The second part is mainly focused on the clarification of key concepts and the interpretation of Hovland's persuasion theory,analysing of the essence of Hovland's persuasion theory and the main theoretical framework.The third part studies the applicability of the persuasion theory to the ideological and political education of college students by clarifying the close relationship between them and discussing the adaptability of this theory performing as the basis of ideological and political education.The fourth part is an analysis of the existing problem of ineffectiveness in the ideological and political education of college students from the perspective of persuasion theory.Finally,the last part puts forward ways of innovation based on persuasion theory aiming at dealing with the issue of actual effects.