Innovation and Practice of Ideological and Political Education Communication Mode Driven by New Media Technology

With the continuous deepening of network and information technology, social media has penetrated into various fields, and the development of social media provides an effective way for the dissemination of Civic and Political Education in colleges and universities. This paper proposes an innovative way of disseminating Civic and Political Education in the context of the development of new media technology, and builds a practical platform. From the level of network communication subject, network communication audience, network communication content, network communication media, network communication effect and network communication risk, the evaluation index system of network communication power of ideological and political education in colleges and universities is constructed with 6 primary indicators, 17 secondary indicators and 40 tertiary indicators. Hierarchical analysis and entropy weighting methods are used to determine the weights of the indicators. Fifty colleges and universities are selected for empirical analysis, and then structural equation modeling is used to verify the influencing factors of ideological and political education communication innovations and practices. It is found that, from the average score of each dimension, the main body of network communication (3.277) > content of network communication (3.215) > effect of network communication (3.225) > audience of network communication (3.197) > medium of network communication (3.223) > risk of network communication (3.14). Secondly, information source, information content, information medium, communication motivation, and perceived risk all have a significant effect on college students’ willingness to communicate ideological and political education.