Abstract:

The coming of the personal media era means the communication studies revolution, which affects human social communication, organization, thinking way and the meaning construction The culture characteristics, such as decentration, cultural diversity, collective confusion forms the popularity of personal media The active and negative effects that the popular personal media has on university students are analyzed Under the technology of new media, some advice is given about enhancing the guidance of  mainstream value, strengthening the students’ participation, improving teachers and students media quality, enriching the content of the curriculum and reaching the moral consensus, in order to promote ideological and political education method innovation and system construction Meanwhile, some strategy models are given

Key words: personal media, university student, the ideological and political education