Abstract: The new media has subverted the traditional media's dominance of information with characteristics as massive information volume, information exchange without time and space limits, anonymously equal dialogue context, and de-centralized noisy scene. In this context, the ideological discourse of colleges and universities is experiencing deconstruction of pluralistic social thoughts, with the main authority of discourse destructed, the one-way discourse pattern broken, and the discourse style going invalid. While this evolution brings opportunities for optimization of the ideological discourse power in colleges and universities, it also breaks the dynamic balance of the ideological discourse power of colleges and universities and weakens the leading force of Marxist ideology. To improve the ideological discourse nower in colleges and universities, the principle of unification of clearly stated stand and imperceptibly moral influence, the unification of online interaction and offline exchanges, the unification of science and values must be upheld. On this basis, we can construct in colleges and universities the ideological communication system, and the synergetic mode of the media literacy education, the teaching of ideological and political theories, and early warning mechanism of cyber safety.

Key words: new media, ideology in colleges and universities, discourse power, Marxist ideology, one-sided communication, decentralization