Research On The Function Of Ideological And Political Education In New Media Public Service Advertising

As a kind of non-profit ads,new media public service advertisement is put forward by the government,enterprises,media and social organizations.With the help of advanced electronic technology,it aims at delivering beneficial values,ideology,moral standards and behavior norms to all of the members in society.New media public service advertisement bears various characteristics,such as,human-oriented,public-benefit,education and interactivity which highly reflect the connotation of ideological and political education.Therefore,in terms of its ideological value,public service ads deserve to be an effective carrier of ideological and political education.It is really a necessary research that put the public service advertisement into ideological and political education to innovate new education means and enhance the actual effect of ideological and political education.New media public service ads have four functions which can be summarized as following: directive function,cultural function,enlightenment function and coagulation function.Through questionnaire,the thesis analyzes the state and existing problems of new media public service advertisement and finds main ideas.Finally,this thesis puts forward the measures to further strengthen political education function.This paper is divided into six parts:The first part is introduction.It explains background and significance,researches at home and abroad,research ideas and methods,innovative point and shortcoming.The second part is mainly about the relationship between new media advertisement and ideological political education.The thesis mainly discusses the concept,characters of new media advertisement and analyzes internal relationship between new media advertisement and ideological and political education.The third part analyzes ideological and political education function of new media public service advertisement.It mainly based on Indoctrinating theory of Marxism and the Agenda-setting theory to set up theoretical support for ideological and political education function of new media public service advertisement.The fourth part is data analyzing.Analyzes present situation and existing problems of the new media advertisement in the ideological and political education according to the questionnaire and collected data.The fifth part is the analysis on the path of ideological and political education function of new media public service advertisement.It mainly calls on government,propaganda department,advertisers and all social powers finding solution path.The last part is the conclusion.It is mainly summarizes whole research and forecast the research in the future.