Abstract: With the arrival of new media era, the thinking mode and value orientation of college and university students are increasingly diversified, and traditional university ideological and political education has been greatly challenged. University ideological and political education must keep pace with time and update its concept and reshape its educational relationship under the new media background. Colleges and universities should make an elaborate design of teaching contents and intensify the emotional connection with their teachers and students to improve the attraction of ideological and political education.