基于霍夫兰说服论的在线课程传播因素探析--以毕导THU为例

Analysis of Online Courses Communication Factors Based on Hovland’s Persuasion Theory--Taking Bi Dao THU as an Example

随着信息技术的发展,在国家政策的大力扶持下,我国在线开放课程的建设速度与规模空前发展。目前在线开放课程的建设还存在一些问题,如形式单一、学生流失率高等。针对这些问题,可以从传播学视角出发,基于霍夫兰说服论模型分析毕导科普视频广受欢迎的原因,在线开放课程可以从传播主体、传播内容、传播受众等方面借鉴毕导的视频,增强在线课程的说服力,以提升在线课程的传播效果。

With the development of information technology and the strong policy support from the government,the speed and scale of online open courses construction in China have developed unprecedentedly.There are still some problems in the quality of online open courses,such as single form and high student turnover rate.To solve these problems,we can start from analyzing the reasons for the popularity of Bi Dao’s popular science videos from the perspective of communication science and based on Hovland’s persuasive theory model.Online open courses can learn from Bi Dao’s videos from the aspects of communication subject,communication content and communication audience,so as to enhance the persuasiveness of online courses and improve the communication effect of online courses.