高职传播类专业基于中国文化传播的课程思政教学探讨与实践——以《文案创意技巧》为例

Discussion and Practice of Ideological and Political Teaching Based on Chinese Cultural Communication in Higher Vocational Communication Majors--Take"Copywriting Creative Skills"Course as an Example

近年来,伴随着中国文化复兴,在商业领域掀起了“国潮”热。在高职类传播课程中融合中国文化的传播理念,培养学生对中国文化的理解,并在传播活动中融入中国文化思想和元素,展现当代学生视角对中国文化的诠释,增强文化自信,是传播类课程落实课程思政的探索。本文以《文案创意技巧》为例,结合课程的培养目标以及课程实践,探讨如何引导学生在媒体传播活动中进行中国文化元素的传播,形成知行合一的中国文化传播观念,以项目为导向驱动学生进行中国文化元素传播实践。

In recent years,with the revival of Chinese culture,a"national tide"has been set off in the commercial field.Integrating the communication concept of Chinese culture in higher vocational communication courses,cultivating students'understanding of Chinese language,and integrating Chinese cultural thoughts and elements in communication activities,showing the interpretation of Chinese culture from the perspective of contemporary students,and enhancing cultural confidence are the exploration of the implementation of ideological and political courses in communication courses.Taking"Copywriting and Creative Skills"as an example,this paper discusses how to guide students to spread Chinese cultural elements in media communication activities in combination with the training objectives of the course and the course practice,so as to form the concept of Chinese cultural communication with the unity of knowledge and practice,and drive students to carry out the practice of Chinese cultural elements communication based on the project.