5W传播模式下的高校思想政治教育网络传播力评价研究

Research on the Evaluation of Network Communication Power of Ideological and Political Education in Colleges and Universities under the 5W Communication Mode

新媒体时代赋予了高校思想政治教育工作新的环境和条件。提升高校思想政治教育网络传播力是实现高校思想政治教育工作与网络技术紧密结合,使其更新更活的重要途径。借鉴拉斯韦尔信息传播的“5W”理论,从网络传播主体、网络传播受众、网络传播内容、网络传播媒介、网络传播效果5个维度构建高校思想政治教育网络传播力评价指标体系,提出了基于深度学习的高校思想政治教育网络传播力评价方法,选取200个高校共青团微博进行实证研究。研究发现,高校思想政治教育网络传播力整体水平中等偏上,小部分高校思想政治教育网络传播力的提升空间较大;传播力较强的高校具备较高的影响力,及时有效地以多元化方式更新思想教育信息,与大学生形成良性互动,强化网络思政教育效果。

The era of new media has given new environment and conditions to the work of ideological and political education in colleges and universities. It is an important way to realize the close combination of ideological and political education work and network technology, so that it can be updated and more alive. Drawing on Lasswell’s “5W” theory of information communication, the evaluation index system of network communication power of ideological and political education in colleges and universities is constructed from five dimensions: network communication subject, network communication audience, network communication content, network communication media and network communication effect. Based on the evaluation method of network communication power of ideological and political education in colleges and universities based on deep learning algorithms, 200 microblogs of the Communist Youth League of colleges and universities are selected for empirical research. The study found that the overall level of ideological and political education network communication power in colleges and universities is above average, and a small number of colleges and universities have more room for improvement of ideological and political education network communication power;the universities who have higher spreading power obtain stronger influence than the others, they possess diversified approachs to update the informations about ideological and political education, form a positive interaction with college students, at the same time, these colleges strengthen the effect of network ideological and political education.