Challenges and Breakthrough Paths of Online Ideological and Political Education in Colleges and Universities in the New Media Era

新媒体是在报刊、广播、电视等传统媒体以后发展起来的新的媒体形态，在网络技术和信息技术高度发达的今天，新媒体得到了广泛运用，其既为高校网络思想政治教育工作提供了新机遇，也带来了新挑战。如何在新媒体环境下有效开展高校网络思想政治教育工作，是当前高校思想政治教育工作面临的重要课题。文章结合传播学相关理论，分析新媒体的传播特征，深入探究新媒体时代高校网络思想政治教育面临的挑战及破局路径。New media is a new form of media that has developed after traditional media such as newspapers, radio, and television. In today’s highly developed network and information technology, new media has been widely used, providing new opportunities and challenges for ideological and political education in universities. How to effectively carry out ideological and political education in universities under the new media environment is an important issue facing the current ideological and political education work in universities. The article combines relevant theories of communication studies to analyze the communication characteristics of new media, and deeply explores the challenges and breakthrough paths faced by ideological and political education in universities in the era of new media.