Abstract:

The rapid development of new media has changed the college information environment and has a profound impact on the
ideological and political education. On one hand, with the digital media communication, the new media breaks the limitations of
traditional education in space and content. It provides students with a wealth consulting services, enhances the interaction between the
subjects of education and offers the possibility to enhance the effectiveness of education. On the other hand, new media also brings the
problems like the fast broadcasting of negative news, the difficulty of network supervision, the absence of network morals and the
dissimilation of students' main role. Therefore, it's necessary to innovate the ideological and political education of higher education
under the new media background to effectively use the advantages of new media broadcasting and reduce the negative effects of new
media.

Key words: new media, ideological and political education of higher education, influence, countermeasure