Abstract：The new media is characterized by the fast speed, diversity and virtualization of information spreading, expanding new pathway and platform for ideological work of college students but also bringing serious challenges. This paper, based on results of previous research, first analyzes the characteristics of college students born in the 1990 s and the development trend of new media in the information age. Then the opportunities and challenges of college students' ideological and political work under the condition of new media are studied, and the corresponding coping strategies are also put forwarded. Finally, discussing specific cases, the effect of coping strategies are demonstrated.

Keyword：the era of new media;college students;ideological and political work;