The Study On Conversion Of Universities’ Ideological And Political Education Discourse In The Context Of New Media

As the mediation of implementing universities’ideological and political education, the validity of universities’ideological and political education discourse seriously affects the effectiveness of universities’ ideological and political education.The traditional universities’ ideological and political education discourse presents the characteristics of oneness,grand narrativity and baldness in the long-term practice.With the rapid development of new media,fragmented, diversified, personalized and deconstructive new media discourse strongly impacts the traditional universities’ ideological and political education discourse and makes it in the plight of invalidation under the new media era of attention scarcity. In order to get out of the dilemma and take precedence in the siege of new media discourse, universities’ ideological and political education discourse must conduct discourse conversion actively, turn the crisis into chance.Based on the"conversion of universities’ ideological and political education discourse "as the research subject, in accordance with the research route of combination of theory and reality,this paper is divided into four parts.The first part mainly introduces the background, significance, domestic and foreign research status and research methods of this paper, which provides a reference for the writing of this article.The second part,in the basis of referring to research results from domestic and foreign scholars, illustrates the connotation of conversion of universities’ideological and political education discourse in the context of new media from the level of discourse theory,discourse content and discourse mode, and points out the significance of the conversion.Guided by the dialectics of Marxism, the third part analyzes the opportunities and the challenges that the conversion of universities’ideological and political education discourse in the context of new media face completely,which offers direction and motivation for promoting discourse transformation actively.From the perspective of closeness to life, full of vitality and enhancing confidence, the fourth part,as the foothold of this paper, discusses the concrete strategies of colleges’ ideological and political education discourse transformation in the context of new media,which can make the universities’ideological and political education discourse more attractive, thus improving the quality of the universities’ ideological and political education.