Research On The Ideological Work Ability Of College Counselors In New Media Era.

President Xi Jinping proposes that it is of great significance to combine the new media and ideological and political work,and greatly stresses that it is vital for our party to improve universities' ideological work.The new media and ideological and political work must go hand-in-hand,thus constantly strengthening charisma of the times,glamour and attraction of ideological and political education work in the new era.Xi states at the meeting of national university ideological and political work that we should keep track of the recent trend and work out new approaches to practically enhance the effectiveness of online ideological and political education.In the new media time,university counselors facing increasingly complicated ideological control must employ new technologies and new ways to improve the service ability of ideological control,firmly take control of online public opinion,promote advanced culture and enhance value guidance,create a healthy online environment favorable for university teachers and students,consolidate the communist ideal and belief,and establish a correct world outlook,outlook on life and values,with the purpose of making a healthy educational environment online and offline and fulfilling the historic mission the party and the country gives to universities.The emergence of the new media is a symbol of social science and technology progress and has a profound effect on all aspects of people's life-people's living style,way of thinking and values.As university students have a strong sense of curiosity and desire for exploration,those who are obsessed with cutting-edge technologies are the most important ones who advocate the new media.Recently,the new media mainly featuring online media,mobile media and digital television brings university students lots of fun.The new media is am important channel for university students to acquire knowledge and latest information,and hastens the profound changes in their ideas,ethics,and way of thinking and behavior.Since the traditional ideological management of universities is conducted in an enclosed environment where university students play a passive role,the communication is therefore unidirectional.As the new media exerted an increasingly greater influence over university students,the traditional ideological work is hit with new opportunities and challenges.Functioning as the vital force of university students ideological education,university counselors are initiators,conductors and instructors of students' daily ideological and political education and management work.The ideological service ability of the counselors matters in safeguarding the university ideological security and in achieving the goal of cultivating the socialist talents.With the profound changes of university students' ideological behavior in the context of the new media,university counselors must keep pace with the times and strengthen the construction of their ideological service ability.It has been an important research subject of higher education in the new media time that we know how to adapt to the contemporary circumstance and renovate the traditional ways of ideological and political education and improve the service ability of university counselors.The paper has studied the connotation,essential features,opportunities and challenges,new requirements and improving ways of university counselors' ideological service ability through the combination of theory and practice,document analysis method,and investigation and case interviews.The research findings has discovered that the lack of relevant theoretical knowledge among university counselors is the main problem that restricts their service ability.Additionally,the low degree of recognition in job responsibilities and weak skills in conducting online ideological and political education are also essential factors restricting the ideological service ability.The professionalism,job traits and job duties of university counselors rules that the counselors must possess the ability of ideological judgment,the ability of leading the social trend and spreading Marxism,the ability of using the socialist core values to unite university students and the ability of balancing the ideological work and daily management work.Universities should take more efforts to systematically train their counselors,help consolidate their theory base,intensify their role identity and value identity,lay a solid foundation forideological and political education in the new media,and have a say in the ideological work.