Abstract: As a mature and advanced technology, self-media not only brings convenience to college students' life, but also deeply influences their thinking, behavior, value judgment and choice. Therefore,it becomes difficult to bring discourse expression and description in traditional ideological and political education into full play. In this new Internet context, the discourse relationship between students and teachers,the main body of ideological and political education,has also changed a lot. However, although self-media is an obstacle to the effective realization of ideological and political education discourse, they are still an important access to the breakthrough to effective realization of ideological and political education discourse. As the discourse subject of ideological and political education is identical with the users of self-media, we can promote the realization of the discourse of ideological and political education in colleges and universities in the respects of discourse subject interact, discourse expression and discourse description. With technological support of self-media, digitalization of higher education can be promoted and ideological and political education in colleges can therefore play a more active role.

Key words: ideological and political education in universities, self-media, discourse effectiveness, discourse description, discourse expression