“劝服学”在我国的大学课程中还是一个比较陌生的名字，相关研究资料反观国外的学术界，许多大学都开设有专门的“劝服学”课程。除此之外，在传播学、公共关系学、新闻学、广告学中都有介绍“劝服理论”和“劝服技术”的内容。由此可以明显地看到在“劝服学”领域我们与发达国家还存在着一定的差距。从某种意义上说，“劝服”活动已经客观融入每一个人的生活。每个人出于不同的目的，无时无刻不在做着影响周围其他个体思想和行为的活动。在思想政治教育学的研究视阈中，最主要也是最根本的活动就是“劝服”。教育者需要通过不同的方式和方法，运用艺术与技术相结合的形式来劝服教育对象，教育对象在接受影响的过程中，同步的或稍后的也能够给教育者提供相应的信息反馈。可以这样说，整个思想政治教育的过程其实就是教育者与教育对象之间互相劝服的一个过程。站在思想政治教育学科发展角度考虑，应该注意和重视“劝服学”这门课程，并将其整合进思想政治教育的学科体系中，在此基础上研究充分发挥思想政治劝服功能的方法。本书首先探讨思想政治劝服的含义及其基本职能，明确思想政治劝服肩负着信息发布、人格完善、解释、反馈和控制职能。其次阐述思想政治劝服的目标及其教育任务，即以实现文化认同、民族认同和政治认同的最终目标，以达到劝服信息的同步、使参与各方产生愉悦共鸣感、消除逆反心理和完善现代人格为劝服教育任务。再次系统分析思想政治劝服活动中的五大要素——沟通者、劝服信息、劝服信息传播媒介、劝服对象、效果评价。在此基础上，将思想政治劝服所采取的主要形式进行剖析，主要介绍了规范劝服、组织劝服、谈话劝服、榜样劝服、情感劝服、宣传劝服和网络劝服七种形式。最后论述了思想政治劝服效果评价目标以及评价指标及方法。显而易见，思想政治教育学科范畴中“劝服”过程是贯穿于学科整个理论体系的一条线索。从某种意义上说，思想政治教育学科的发展、教育目的的完成和价值的实现都集中体现在思想劝服效果上，衡量思想政治教育效果好不好的唯一标准，就是教育对象是否能够将教育者的思想内化，并且外化为自己的固有行为。因此，本书认为，思想政治教育学科体系的完善离不开思想政治劝服理论体系的建设。

“Persuasion”is a strange name in the setting of our university curriculum，the research data is also very little.I found that after a careful search the database，our research involves to persuade，convince the contents of the academic literature is very scarce，the only book written by Gong Wenyang persuasion—psychological know ledge and the Huang Xishen et al.Persuasion and Psychological Skills.Look at the foreign academic circles，many university has set up a special“Persuasion”courses，in addition，in communication，public relations，journalism，advertising has introduced“persuasion theory”and“persuade”technology content.Thus，we can see clearly in the“Persuasion”we and the developed countries there is still a certain gap.In a sense，“Persuasion”activities have objective into every one of our life.Each for a different purpose，every hour andmoment is not in the doing of the surrounding individual thought and behavior.From the microscopic point of view，in the study of Ideological and political education，the most fundamental activities is to“persuade”.Educators need to through different ways andmethods，using the combination of artand technology in the form of persuasion education object，education object in the process of acceptance，synchronous or later can also give educators provide corresponding information feedback.It can be said，a process between the whole process of Ideological and political education is educators and educational objects to persuade each other.Therefore，the author thinks that standing in the development of Ideological and political education subject point of view，we should pay attention to and emphasis on“Persuasion”this course，and its integra-tion into the ideological and political education discipline system，research methods and give full play to the ideological and political persuasion function based on.This paper first analyzes the ideological and political persuasion of the meaning and basic functions，a clear ideological and political persuasion is shouldering the information release，the perfection of personality，interpretation，feedback and control functions.Then on the ideological and political education to persuade the target and task，the ultimate goal is to achieve the cultural identity，national identity and political identity，in order to achieve synchronization，persuade information to enable the participants to create a pleasant feeling of empathy，elimination of reverse psychology and perfect modern personality to persuade education task.Thirdly，system analysis and evaluation of five major elements of the ideological and political persuasion activities—communicators，persuade，persuasion information information media，to persuade the object，effect.On this basis，will bemainly in the form of Ideological and political persuasion to analyze，mainly introduced the normative persuasion，persuasion，persuasion，example conversation organization persuasion，emotional persuade persuade，persuasion，propaganda network and religious persuasion eight forms.Finally discusses the evaluation of modern ideological and political persuasion effect to the target and principle as well as the evaluation index and method.Obviously，in the ideological and political education discipline in the category of“Persuasion”process is a clue to the discipline of thewhole theoretical system.In a sense，realize the developmentof Ideological and political education，discipline education goals and values are embodied in the ideological persuasion effect，in other words，the only standard to measure the good effect of the ideological and political education of good，is the object of education is to education internalization，and outside into their natural behavior the.Therefore，this study argues that the construction of perfecting the system of Ideological and political education is inseparable from the ideological and political persuasion theory system.

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