Application of the Use and Gratifications Approach in the Methods of Ideological and Political Education for College Students

Abstract

The use and gratifications approach is an important theory in the study of the effects of mass media in communication. The use and gratifications approach examines the psychological and behavioral effects of the mass media from the perspective of the audience by analyzing the motivations of the audience to contact different media and what needs of the audience are met through these contacts. Applying the use and gratifications approach in the ideological and political education activities held for college students can help educators to understand students' psychological and behavioral needs, better choose and apply various carriers of ideological and political education, and improve the effectiveness of various methods in the ideological and political education of college students. Keywords—use and gratifications approach; ideological and political education of college students; methods