For colleges and universities, its fundamental task is to cultivate more high-quality talents in line with the mainstream values of society for social progress and development. Therefore, from the specific practice, colleges and universities should not only pay attention to the cultivation of students' professional skills, but also improve students' moral literacy. Strengthening ideological and political work is an effective way to strengthen ideological and political education and guide students' way of thinking. Doing ideological and political education well has a far-reaching impact on the cultivation of students' comprehensive quality. In the current era of self-media development, the ideological and political work of college students is facing new challenges. In the process of social development, the traditional education model can no longer meet the requirements of the present era. After the development of integrated media, the ideological and political work in colleges and universities has also gained new development opportunities, which is helpful to further innovate the ideological and political education of college students. The significance and opportunities of ideological and political work for college students in the media age. Theoretically, with the development and progress of the media age, the channels for students to acquire knowledge are gradually broadened. At the same time, the habit of learning is developing to fragmentation, which also affects the process of acquiring knowledge, making it faster and more convenient. This change is also reflected in the development of college students' ideological and political education. Judging from the development of college students' ideological and political education, the media has fully played its role and become the main disseminator of information transmission between teachers and students in the whole school. At the same time, I showed my thoughts, expressed my views and even put forward my opinions and suggestions on the relevant information spread on the Internet. In this situation, college students have quietly grown into the main body of ideological and political education. Not only that, ideological and political educators can better understand students' current mentality and concepts in this process, and ensure that students always get correct concept guidance and value promotion. In this way, the subjectivity of students has been greatly demonstrated, and the channels of ideological and political education have become more diverse. From a practical point of view, at present, for the public, self-media has grown into the main channel for their voices. In view of this new development situation, based on the characteristics of the current information age, strengthening the ideological and political value guidance for college students can not only correctly guide their value orientation, but also further broaden the guidance channels, which is more abundant and timely. From this point of view, based on the development characteristics of the new media era, we should not only ensure the diversification of educational carriers, but also ensure the timeliness of educational carriers in the process of information transmission, and ensure that ideological and political education in colleges and universities is based on the practical needs of students' all-round development. Realizing this requirement is also the practical significance of strengthening ideological and political education in colleges and universities in the new development period. Judging from the opportunities faced by the current ideological and political work in colleges and universities. At present, most colleges and universities will still adopt the traditional teaching mode in the process of ideological and political education. It is difficult for students to resonate because the theoretical content of education can not be better combined with the actual situation. If students can't be impressed, the ideal educational effect can't be achieved. Based on the development of the new media era, the public has put forward higher requirements for freedom of speech, and the social atmosphere is also developing in a more open form. Young students have gradually formed a strong sense of self, and even some students have a strong sense of self, which shows that they do not accept the guidance of teachers and parents at all. Not only that, since the media era, it has also shown a strong speed of information dissemination, and at the same time provided the public with a broader channel for information dissemination and access. Under this advantage, students can further broaden their horizons and update their cognition, so as to achieve the goal of comprehensively improving their cultural literacy. Therefore, in ideological and political education, colleges and universities can make use of the advantages of self-media platform to enrich information resources, expand educational materials and improve educational models. Compared with the traditional education mode, under the guidance of the media platform, students' resistance is lower, their enthusiasm is higher, and their learning enthusiasm is more easily stimulated. Moreover, colleges and universities can also use the Internet and media information technology to create ideological and political education websites. Based on the current special development situation, online and offline education methods are adopted to let students actively participate in the process of ideological and political education. The development and innovation strategy of ideological and political work for college students in the media age: First, by changing the educational concept, college students can gain greater right to speak. In the previous teaching mode, both the teaching of ideological and political theory courses and the guidance of practical courses were often taught unilaterally with teachers as the main body and students as the leading factor. In this mode, the right to speak is firmly in the hands of teachers, and students need to complete tasks mechanically according to the requirements of teachers, which is not conducive to the correct formation of students' ideas and values. However, with the development of the media age, teachers want to change this situation and ensure the effectiveness of ideological and political education. First of all, students should be given the "right to speak" in the course presentation. To this, we must do two things. On the one hand, we should deeply realize the importance of taking students as the main body. For ideological and political teachers, they should realize that students are the main body of teaching and should fully understand their learning needs to ensure that their learning needs are met. Only in this way can teachers adopt more targeted guidance methods, thus enhancing the effectiveness of ideological and political education. On the other hand, ideological and political education must conform to the characteristics of the times. Since the media era, the main feature is mass media, and anyone can become a "manipulator" of mass media. In this regard, when carrying out ideological and political education in colleges and universities, teachers should let students fully understand all kinds of communication channels from the media and ensure that students can express their views in the right way and form. Only in this way can we ensure that students have the right to speak in the process of obtaining ideological and political education, that they can be guided by correct values and formed concepts, and that ideological and political education in colleges and universities is more effective. Second, comprehensively improve the efficiency of using the self-media platform. The popular interpretation from the media refers to a kind of online media in which people transmit opinions and information through online channels. In the current development period, this information transmission mode will be maintained for a long time to come. In this regard, based on the development background of the media era, colleges and universities should carry out more effective ideological and political education for college students, give full play to the functions of the media platform and improve its efficiency. Ensure that correct values can be widely circulated in public information receiving channels, and ensure that mainstream social ideas are not affected. In this regard, we should pay attention to the following three points. First of all, enhance the importance attached to the WeChat public platform. In this regard, ideological and political educators in colleges and universities can open WeChat official accounts and promote them to students, so that students can pay close attention. At the same time, strengthen the operation of official WeChat account, push relevant content and information, let teachers and students discuss on the same platform, and inadvertently guide students' values. Second, correctly use the interactive function of Weibo platform. At present, Weibo has become an important way for the public to obtain information, and it is also a social platform that college students are generally concerned about. Therefore, ideological and political workers in colleges and universities should open an account in Weibo, which is widely known on campus, and organize students to discuss and interact on hot topics. In this way, it can also effectively guide college students' ideas and values. At the same time, appropriate comments on the public platform can also influence the public's thinking to a certain extent and further promote social harmony and progress. Third, give full play to the advantages of "social media software". At present, live video broadcasting has set off a craze among college students. Ideological and political workers in colleges and universities should also give full play to their own advantages and interact with students through various platforms to effectively broaden the channels of ideological and political education and enhance its effectiveness. (