“双高”建设背景下创意文案写作实务课程思政教育的研究

Research on the Ideological and Political Education of the Course of Creative Copywriting Practice under the Background of“Double High Plan”Construction

“双高计划”对课程思政提出了明确的要求和建设性的意见。创意文案写作实务课程在“双高”建设背景下进行课程思政教育,不仅顺应立德树人、育人为本的理念,也有利于培养学生的政治觉悟、担当意识、责任意识、道德情操等。文案写作课程思政教育存在未能与专业真正深入的融合,与职业特色、地方特色融合不够,教学方法单一,考核形式单一等不足。“双高”建设背景下创意文案写作实务课程思政教育的开展需重构课程思政教学目标,挖掘思政元素,采用项目式教学、任务驱动教学等多种教学方法,同时注重以学生为主体、充分运用信息化教学手段,改革课程思政教育考核评价。

The“Double High Plan”puts forward clear requirements and constructive opinions on curriculum ideology and politics.The ideological and political education of the creative copywriting practice course under the construction background of“Double High Plan”not only conforms to the concept of moral cultivation and education,but also helps to cultivate students’political consciousness,sense of responsibility,and moral sentiment,etc.The ideological and political education of copywriting courses has some shortcomings,such as not being able to truly integrate with the majors,insufficient integration with professional characteristics and local characteristics,single teaching methods,and single assessment forms.Under the background of“Double High Plan”construction,the development of creative copywriting practice and ideological and political education needs to reconstruct the ideological and political teaching objectives of the course,explore ideological and political elements,and adopt a variety of teaching methods such as project-based teaching and task-driven teaching,and make full use of information-based teaching methods to reform the evaluation of ideological and political education.