A Study On The Functions And Practical Innovations Of The University Newspaper In The Ideological And Political Education Under The New Media’s Impact

University newspaper is the official organ of the school Party committee and administrative department. As one of the predominant media on campus, the university newspaper is not only the important beachhead to strengthen the ideological propaganda work, but an important tool of carrying on the Ideological and political education. Moreover, the university newspaper plays an irreplaceable role in publicity of Deng Xiaoping Theory, Three Represents, Scientific Outlook on Development, patriotism, collectivism as well as socialism for the majority of staff and students, especially in the promotion of university teaching and party building.However, with the great progress of science and technology and the changes of the times, now the rapid development of new media has attracted more attention. As the traditional medium, university newspaper’s developing space is being squeezed, and the function of its ideological and political education is being weakened. The only way that makes the university newspaper reinvigorate in the new media competing environment invincibly and performs its functions properly is to accelerate the pace of reform and innovation.Based on the ideological-political education and Communication, the paper systematically studies and discusses the developmental history, basic characteristics of the university newspaper as well as its important impacts.By the means of inductive analysis and questionnaires, the effect and content of ideological-political education of college newspaper have been analyzed. Moreover, this paper deeply studies the new changes and challenges brought by the new media. Then combined with the newspaper editorial work practice, the paper also fully explores how to further strengthen and improve the pace of reform and innovation of college newspaper and a comprehensive discussion has been carried on from the newspaper and network integration, accurate positioning, layout innovation, perfect mechanism, improving the editing quality, general planning, running a column and strengthening the cooperation.