Path Of CYL Work In New Media

With the arrival of information society as well as the rapid development of information and digital technology, new technologies based on the network technology, digital technology and mobile communication technology come into being. New communication tools such as Twitter, blogs,3-G network were accepted by more and more people. New media technology is widely used among college students and those students group is the major part in the members of the communist youth league. With the popularity and development of new media technology, there will be higher requirements to the communist youth league in colleges and universities and a new challenge to the traditional way of working. It is very important to analysis the pros and cons of new media to the communist youth league work in colleges and universities as well as search for the innovation path of that under the new media environment.Therefore, based on the predecessors’research results and some classic theory such as demand motivation, interpersonal relationship, humanistic management and so on. This paper begins from the concept of new media, using questionnaire and face-to-face interview to understand the innovation path of the communist youth league work in colleges and universities around Nanjing. We focus on the impact of new media on the daily life and study of our youth league members, and analyze the opportunities and challenges the communist youth league work may face under the background of new media. Finally, some suggestions are proposed about how to carry out the communist youth league work in colleges and universities with new media rationally. The results of this paper can not only enrich the contents of innovation path about the communist youth league work, but can give good advices to colleges and universities in other area when they make their decisions.