大学生低卷入与高校德育信息的选用

发布时间：2018-07-27 18:35

【摘要】：卷入是指消费者根据内在需求、价值和兴趣产生的产品或广告与自身相关联的程度,分为认知卷入和情感卷入两个方面,其中认知卷入源于认知需求,情感卷入源于兴趣。低卷入者往往运用边缘路径进行信息加工。高校德育中大学生低卷入的表层根源在于,德育信息与认知需求的错位导致其产生德育信息"无用"的负面认知,德育信息呈现方式的单调乏味导致其产生德育"无聊"的消极情感;深层根源在于高校德育工作者专长性、可靠性和喜爱性的失落。要提高大学生在德育中的卷入程度进而提高德育信息加工的效度,高校德育工作者要进行形象重塑,基于大学生的认知需求和兴趣,选择德育信息时要直面社会热点、疑点和难点问题,关注学生现实生活;呈现德育信息时要运用情感化的沟通手段。
[Abstract]:Involvement refers to two aspects: cognitive involvement and emotional involvement, in which cognitive involvement originates from cognitive demand and emotional involvement from interest, according to the degree to which the product or advertisement produced by consumers' intrinsic needs, values and interests is related to themselves. Low involvement often uses edge path for information processing. The superficial root of college students' low involvement in moral education lies in that the mismatch of moral education information and cognitive needs leads to the negative cognition that moral education information is "useless". The monotonous presentation of moral education information leads to the negative emotion of "boredom" of moral education, and the deep root lies in the loss of specialty, reliability and affection of moral education workers in colleges and universities. In order to improve the degree of college students' involvement in moral education and then improve the validity of moral education information processing, moral education workers in colleges and universities should rebuild their image and face the social hot spots when choosing moral education information based on the cognitive needs and interests of college students. We should pay close attention to students' real life and use emotional means of communication when presenting moral education information.
【作者单位】：徐州医学院社会科学部;
【基金】：教育部人文社会科学青年基金项目(09YJC880086) 江苏省高校“青蓝工程”项目
【分类号】：G641

【参考文献】