Microsoft Word - cet-01.docx CHEMICAL ENGINEERING TRANSACTIONS VOL. 46, 2015 A publication of The Italian Association of Chemical Engineering Online at www.aidic.it/cet Guest Editors: Peiyu Ren, Yancang Li, Huiping Song Copyright © 2015, AIDIC Servizi S.r.l., ISBN 978-88-95608-37-2; ISSN 2283-9216 The Application of AHP in College Propaganda Work Li’e Miao Weifang University of Science and Technology，Shandong, Shouguang, China. 121585032@qq.com In this article, the college propaganda work in communication science horizon is carried out a communication effect evaluation by using mathematical methods. The basic channels of college propaganda and the effect index of each channel are clarified through the literature research and the field research of the related colleges and universities. The weight of propaganda channel and the weight of each propaganda channel effect index are determined by using AHP. The calculated result is that television publicity effect is the best, follow ed by newspapers, network and etc. I suggest that a combined transmission mode of television, newspaper, network and interpersonal propaganda can be used in the college propaganda, and an appropriate tendency to TV and network is allowed. 1. Introduction College propaganda is a kind of active communication behavior that the colleges and universities are as information source and communication subject. It belongs to the research category of communication science, which attracts high attention of colleges and universities. Having an overview of college propaganda work, the main duties are as follows: undertaking all kinds of daily propaganda work of the party committee and the implementation of the Party's guidelines and policies, publicizing and reporting various events and activities at inside and outside of the colleges and universities, carrying out the ideological and political education to staff and students improving college spiritual civilization construction, keeping on the right side of the state regulations, adhering to the principle of seeking truth from facts, giving prominence to timeliness, reality, truthfulness, guided by positive publicity, letting students, parents and society know and approve colleges and universities. Along with the college e xpansion and the negative growth of college entrance examination population in recent years, the enrolment in higher institutions has become a top priority of ordinary colleges and universities. And college propaganda work then shoulders the responsibility of college enrollment to launch periodic theme propaganda. In this article, five basic propaganda channels including 17 propaganda effect indexes are analyzed. The weight of each effect index is determined by using AHP. According to the weight size to adj ust the propaganda strategy, I hope it could provide a basis for college propaganda. 2. The Construction of College Propaganda System College propaganda couldn’t be in progress without TV, newspapers, network, radio and the crowd. Which channel or which channels the colleges and universities may choose depend on the propaganda effect of those channels. Each propaganda effect has different index (The specific propaganda effect indexes are shown in table 1). The importance of these propaganda indexes could be judged by experts’ opinion. The weight of each index could then be determined by using AHP. DOI: 10.3303/CET1546081 Please cite this article as: Miao L.E., 2015, The application of ahp in college propaganda work, Chemical Engineering Transactions, 46, 481- 486 DOI:10.3303/CET1546081 481 Table 1: College propaganda channels and the effect index of each propaganda channel Propaganda channels the effect index of each propaganda channel TV propaganda picture quality, play time, time, audience rating newspaper propaganda article quality, layout position, printing quality , circulation network propaganda article quality, location, website influence broadcast propaganda Play time, article quality, listening number interpersonal propaganda Student propaganda, parent propaganda, mass propaganda Analytic hierarchy process (AHP) is presented in the 1970s which is an effective and multiobjective planning method, and also an optimization decision method. College propaganda work is carried out a quantitative analysis by using AHP. The specific process is as follows: (1) Establish analytic hierarchy structure diagram of college propaganda On the basis of propaganda work’s characteristics and property, the college propaganda channels and each effect index is stratified.( The specific details are shown in diagram 1) Diagram 1: analytic hierarchy structure diagram of college propaganda (2) Structure the comparison matrix of each propaganda channel effect index and the comparison matrix of each propaganda channel; calculate the weight of each propaganda channel and each effect index. According to the analytic hierarchy structure diagram, the upper level as the guideline, using multiple comparison to certain index could determine the important relationship between two indexes, which are generally shown with scale value. (The specific details are shown in table 2) Table 2: 1-9 scale value scale value ij a 1 2 3 4 5 6 7 8 9 :i j the same slightly stronger stronger remarkably stronger absolutely stronger Notes: (1) number 2, 4, 6, 8 signify the importance between two adjacent levels. 482 javascript:showjdsw('showjd_0','j_0') (2) number 1 1 1 , , , 2 3 9 signify that the ratio of the comparison importance of :j i is the reciprocal number of :i j . On the basis of 1-9 scale value and expert evaluation, we can get the comparison matrix, calculate the weight of each propaganda channel effect index and the weight of each propaganda channel using geometric mean. The specific details are shown in table 3-8. Table 3: Comparison matrix O and the weight of each propaganda channel O A1 A2 A3 A4 A5 product in each line square root each index weight A1 1 2 4 9 3 216 2.930 0.440 A2 1/2 1 2 7 2 14 1.695 0.254 A3 1/4 1/2 1 3 1 3/8 0.822 0.123 A4 1/9 1/7 1/3 1 1/5 1/945 0.254 0.038 A5 1/3 1/2 1 5 1 5/6 0.964 0.145 Table 4: Comparison matrix A1 and the effect index weight of TV propaganda A1 B1 B2 B3 B4 product in each line square root each index weight B1 1 3 5 1 15 1.968 0.394 B2 1/3 1 2 1/3 2/9 0.687 0.137 B3 1/5 1/2 1 1/5 1/50 0.376 0.075 B4 1 3 5 1 15 1.968 0.394 Table 5: Comparison matrix A2 and the effect index weight of newspaper propaganda A2 C1 C2 C3 C4 product in each line square root each index weight C1 1 1/2 1 1/3 1/6 0.639 0.141 C2 2 1 2 1/2 2 1.189 0.263 C3 1 1/2 1 1/3 1/6 0.639 0.141 C4 3 2 3 1 18 2.060 0.455 Table 6: Comparison matrix A3 and the effect index weight of network propaganda A3 D1 D 2 D 3 product in each line square root each index weight D 1 1 1/3 1/5 1/15 0.405 0.110 D 2 3 1 1/2 3/2 1.145 0.309 D 3 5 2 1 10 2.154 0.581 Table 7: Comparison matrix A4 and the effect index weight of broadcast propaganda A4 E1 E 2 E 3 product in each line square root each index weight E 1 1 2 1/2 1 1 0.286 E 2 1/2 1 1/4 1/8 0.5 0.143 E 3 2 4 1 8 2 0.571 483 javascript:showjdsw('showjd_0','j_0') javascript:showjdsw('showjd_0','j_0') javascript:showjdsw('showjd_0','j_0') javascript:showjdsw('showjd_0','j_0') Table 8: Comparison matrix A5 and the effect index weight of interpersonal propaganda A5 F1 F 2 F 3 product in each line square root each index weight F 1 1 2 1/3 2/3 0.874 0.230 F 2 1/2 1 1/5 1/10 0.5465 0.122 F 3 3 5 1 15 2.466 0.648 (3) Carry out the consistency check to each calculated effect index and the results of propaganda channel weight. Due to the certain one-sidedness of people's understanding to objective things, comparison matrix usually doesn’t have consistency when determining weights. So it is necessary to carry out the cons istency check. When consistency ratio gets that small, comparison matrix could be thought to pass the consistency check. When consistency ratio is CICR RI  , and max 1 n CI n     is consistency index, max  is the maximum eigenvalue of comparison matrix, RI is the random consistency index (The specific details are shown in table 9). Table 9: Random consistency index n 1 2 3 4 5 6 7 8 9 10 RI 0 0 0.58 0.90 1.12 1.24 1.32 1.41 1.45 1.49 Generally, when 0.1 CI CR RI   , comparison matrix is thought to pass the consistency check. Through calculating, we could get all the effect indexes of each propaganda channel, the maximum eigenvalue of comparison matrix, consistency index and consistency ratio. The specific details are shown in table 10. Table 10: The maximum eigenvalue of each comparison matrix, consistency index and consistency ratio comparison matrix A B C D E O max  4.002941 4.012694 3.003593 3.000008 3.004269 5.040164 CI 0.000980 0.004231 0.001796 0.0000037 0.002134 0.010041 CR 0.001089 0.004701 0.003097 0.0000065 0.003680 0.008965 All of the CR less than 0.1 indicates that the comparison matrix has already passed the consistency check. So we could be certain that all the effect indexes and the weight of each propaganda channels have passed the check. The summarized effect indexes of propaganda channels and the weight are shown in table 11. 484 Table 11: Each effect indexes and the weight of college propaganda channel propaganda channel weight of propaganda channel effect index effect index weight TV propaganda 0.440 picture quality 0.394 play time 0.137 time 0.075 audience rating 0.394 newspaper propaganda 0.254 article quality 0.141 layout position 0.263 printing quality 0.141 circulation 0.455 network propaganda 0.123 article quality 0.110 location 0.309 website influence 0.581 broadcast propaganda 0.038 Play time 0.286 article quality 0.143 listening number 0.571 interpersonal propaganda 0.145 Student propaganda 0.230 parent propaganda 0.122 mass propaganda 0.648 From the table above, we know that TV propaganda weight is the biggest one, which is 0.440. That is to say, TV propaganda channel is able to achieve the best effect for college propaganda work, which should be given more focus. For further observation to the effect index of TV propaganda, picture quality and audience rating have the biggest weights. Therefore, when using TV propaganda channel, picture quality should be paid fully attention. Colleges and universities should think carefully and repeatedly about the material selection, theme selection, delivery time, the main receivers and ect. in making video AD. On the other hand, the TV channel that has high audience rating should have a priority to be chosen. There is no doubt about this, because audience rating is the important guarantee of communication effect. Followed by newspaper propaganda, the weight is 0.254, and among the effect indexes, circulation weight is the largest one. It has the same reason consistent with TV audience rating. Research universities have cooperated with industry newspaper and regional mainstream newspapers, sending manuscripts regularly to publicize. So the effect index weight should be based on to make appropriate screening of newspaper circulation and article layout to ensure the best communication effect. The weights of interpersonal propaganda and network propaganda are relatively small, and broadcast propaganda effect is the worst. 3. Suggestions It is rare in the study of communication science using mathematical method to carry out the quantitative analysis and evaluation of the spread effect of propaganda work. It is a new try for the author to write this kind of article. The study samples are not comprehensive, and the research process may have defects. However, quantitative analysis of the transmission effect has a great signality to college propaganda. After determining the weight in the research process, expert scoring method could be adopted to transform the final effect into scores. Propaganda effect could be judged whether it is good or bad by the score height. In brief, colleges and universities can use a combination way of TV, internet, newspapers, broadcast, and interpersonal propaganda to strive to cover all the channels of the audience. At the same time, transmis sion content should be consistent and relevant. Choose suitable communication form of different channels and the carrier in order to get better propaganda effect. In the current new media environment, under the circumstance of continuously rising of netwo rk toll through the mobile phones and other mobile terminal access, colleges and universities should fully pay attention to the importance of “fingertip reading”, study the new information ways of audience, place emphasis upon the development of marketable products continuing to play ideological effect of college propaganda work. In view of the author’s limitation to communication research, and at the same time because of the simple practices of universities’ communication model, in this article, the author doesn’t bring it into the study range, which therefore becomes a new direction and trend to study college propaganda work in the future. 485 javascript:showjdsw('showjd_0','j_0') In news propagation behavior research in colleges and universities, fully using modern technology, the data affecting communication effect is collected and sorted out, setting up the computer data processing system, using the appropriate method to establish analysis model, which can effectively improve the study efficiency. At the same time, it can provide important reference for long-term planning theme, preventing malignant spread, improving propaganda or making decisions. References Calabrese A., Costa R., Menichini T., 2012, Using Fuzzy AHP to manage Intellectual Capital assets: An application to the ICT service industry [J]. 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