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With the rapid development of science and technology, new media technology represented by network and cell phones has surpassed the traditional media such as campus newspaper, broadcast and television and has become an essential way of carrying out the moral education. Under its influences, college ideological and political education is facing both opportunities and challenges. As a result, college ideological and political education has reformed and innovated its educational concept, teaching methods and the approaches of daily management. Therefore, it is necessary to effectively combine the advancement of the new media and the college ideological and political education so that we can make the full use of opportunities brought about by the new media and further promote the active role played by the new media in the process of improving the effectiveness of college ideological and political education. Keywordsnew media, college, ideological and political education, necessity

A Brief Analysis on the Necessity of the College Ideological and Political Education under the Background of New Media