Xiaoyi Ma

Against the backdrop of rapid advancements in new media technology and accelerated globalization, ideological and political education for university students faces practical challenges such as outdated concepts, monotonous models, and limited delivery platforms. As “digital natives,” contemporary college students exhibit profound shifts in their cognitive approaches, value orientations, and information-gathering habits. Traditional indoctrination-based education struggles to meet their developmental needs, making systematic innovation in ideological and political education imperative. This article examines the essence, functions, and contemporary characteristics of ideological and political education in higher education during the new media era. It conducts an in-depth analysis of existing issues, including insufficient conceptual innovation, lagging integration of teaching models, and inadequate expansion of educational platforms. Based on this analysis, the study proposes the following strategies to align with the trends of the times: enhance faculty development to improve educators' new media literacy and comprehensive teaching capabilities. This research holds significant theoretical and practical value for enhancing the relevance and effectiveness of ideological and political education in higher education. It not only guides young students in establishing correct worldviews, outlooks on life, and values while strengthening national identity and social responsibility, but also provides robust support for cultivating well-rounded socialist builders and successors who excel in moral, intellectual, physical, aesthetic, and labor education.

The New Media Era; Ideological and Political Education in Higher Education Institutions; Educational Innovation

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