The Challenges and Countermeasures that University Ideological and Political Education Face under the Background of New Media Time

With the continuous improvement of information technology in China, the Internet begins to widely expand to various kinds of intelligent terminal. The new media which is symbolized by the mobile Internet quickly becomes the top of the mass media market with its strong interactivity, low participation threshold, the broad audience and convenience. With rapid development of new media, the traditional ideological and political education in colleges and universities faces severe challenges and new demands. Consequently, universities should enhance the effectiveness of ideological and political education from three aspects, the education innovation, college students' media literacy cultivation and integration of values and new media.