Abstract:

“Micro era” has not only changed the external environment of ideological and political guidance of universities’ Communist Youth League (CYL), but also brings new challenges to this work Wechat, as important media of ideological and political guidance in universities, plays a critical role in education and guidance, mobilization, and service From the intrinsic properties of CYL Wechat, and based on the name design, the column structure, the discourse system and the update frequency, Wechat construction of seven universities’ CYL in Hubei province is analyzed and empirically researched Studies suggest that the use of anthropomorphic naming means, diversified column structure, youthful discourse expression and professional management mechanism help enhance the cultural appeal, the group appeal and ideological influence of CYL’s Wechat, which has a significant impact on students’ ideal and faith education and logic of ideological and cultural construction

Key words: micro era, new media, universities&rsquo, Communist Youth League Wechat, network ideological and political education