新时代高校思政课形象传播的理论审思

Theoretical reflection on image communication of ideological and political courses in higher education institutions in the new era

高校思政课形象,是指社会公众对高校思政课的存在样态、运行状况及功能价值的总体判断与评价。作为“自我”与“他者”的认同性建构,高校思政课形象的塑造既有思想政治教育工作者有意识地构建并优化形象的“自塑”过程,也有社会公众的主观印象对高校思政课形象产生影响的“他塑”过程;高校思政课形象传播,既有思想政治教育工作者将打造精良的形象主动传播给受众的“自传”过程,也有形象在社会公众中被传递和解读的“他传”过程。高校思政课形象塑造与高校思政课形象传播之间,是相互依存、相互作用的关系,前者是后者的原初起点,后者是前者的必要环节。高校思政课形象的传播主体包括“自传”人员和“他传”人员,传播内容包括理念信息、行为信息、视觉信息,常见传播路径有大众传播、人际传播、组织传播。为适应传播主体多元化、传播渠道多样化、传播效果多维化的社会趋势,应从视阈、内容、方法三个角度切入,丰富高校思政课形象传播的研究范式、做好高校思政课形象传播的危机修复、运用媒介整合传播策略创新传播思路。辨清高校思政课形象塑造及其传播的关系,明晰高校思政课形象传播的基本要素,探索高校思政课形象传播的优化策略,是顺应发展趋势、回应现实问题、遵循时代期待的统一,有利于高校思政课的提质增效,在助力国家形象美名远扬的过程中,培养堪当强国建设、民族复兴大任的栋梁之材。

The image of ideological and political courses in colleges and universities refers to the overall judgment and evaluation of the public on the existence,operation and functional value of the ideological and political courses in colleges and universities.As the identity construction of self and other,the image of ideological and political courses in colleges and universities is shaped by both the self-shaping process in which ideological and political educators consciously construct and optimize the image,and the other-shaping process in which subjective impression of the public influences the image.The image communication of ideological and political courses in colleges and universities includes the process of self-communication,in which ideological and political educators actively disseminate the well-built image to the public,and the process of other-communication in which the image is transmitted and interpreted among the public.The relationship between image shaping and image communication of ideological and political courses in colleges and universities is interdependent and interactive,with the former being the original starting point of the latter and the latter being the necessary link of the former.The communication subject includes self-communication and other-communication personnel,and the communication content includes conceptual information,behavioral information and visual information,and the common communication paths include mass communication,interpersonal communication and organizational communication.In order to adapt to the social trend of diversification of communication subjects,diversification of communication channels,and multi-dimensional communication effects,we should start from three perspectives of perspective,content,and method,enrich the research paradigm of image communication,do a good job of crisis repair of image communication,and innovate the idea of communication by applying media integration communication strategy.Identifying the relationship between image shaping and communication of ideological and political courses in colleges and universities,clarifying the elements of communication,and exploring the optimization strategy of communication are the unity of conforming to the development trend,responding to the real problems,and complying with the expectations of the times,which is conducive to the enhancement of the quality of the ideological and political courses in colleges and universities and to cultivating talents capable of the construction of a strong country and the rejuvenation of the nation,while helping to spread the beauty and fame of the country.