Research On College Official WeChat’s Application Of Ideological And Political Education

The CPC Central Committee with Comrade Xi Jinping as the core attaches great importance to the ideological and political education work in colleges and universities in the new era.As for the new media technology brought by the development of technology,they emphasize that it should be combined with the traditional advantages of ideological and political education,so as to improve the effectiveness of ideological and political education.The development of Internet and people’s new demands about Internet life promote the emergence of many kinds of new media applications,among which We Chat attracts the most attention with its unique advantages and has also become the most popular national instant messaging software in our country.As an extension function of We Chat,We Chat official account has also become an important channel of information dissemination,which has attracted widespread attention from all walks of life,especially the academic community.Considering the important position of We Chat official account in information dissemination and the demands of colleges and universities for their own publicity and education,many colleges and universities have also opened their official accounts and applied them in the ideological and political education of students,bringing opportunities for the innovation of ideological and political education.This research takes the official We Chat account of colleges and universities as the research object,makes comprehensive use of the positions,viewpoints and methods of Marxism as well as the relevant theories of ideological and political education,and actively draws on the relevant knowledge and research methods of other disciplines to make an in-depth analysis on the application of the official We Chat account of colleges and universities in ideological and political education including the status present and existing problems by literature research method,case analysis method and multidisciplinary perspective method.The results have positive meaning for the transformation of ideological and political education ideas,the innovation of working mode and the further improvement of the effectiveness of ideological and political education.There are three main parts in this research.The first part is an overview of the basic theories.This part explains the concept of the official We Chat account of colleges and universities in this research,and briefly describes the theoretical basis used,including the related theories of Marxism,the carrier theory of ideological and political education,the important expositions on ideological and political education in colleges and universities of Xi Jinping,and the theory of modern educational technology.The second part finds that in the application of ideological and political education,the official We Chat official accounts in colleges and universities lack the content features,the method is not flexible enough,and fails to give full play to the advantages of the platform by combining data analysis and case analysis,which are caused by the educational environment,educational philosophy,professional level and students’ quality.In the second part,by combing the data analysis and case analysis,it is found that the official We Chat accounts of colleges and universities have good overall operation and comprehensive function coverage,but there are some problems in the process of ideological and political education,such as lack of content features,flexible application of methods,and failure to give full play to the advantages of the platform.They mainly caused by the lack of overall experience in the combination of new media and ideological and political education,the lack of correct understanding of the construction of official We Chat accounts in colleges and universities,the limited professional level of the operation team,the lack of students’ own cognition and media literacy and so on.The third part puts forward specific optimization strategies from five aspects: educational idea,content construction,method innovation,mechanism improvement and student education.