New Media era has formed a new media context whose core is metaphor. The subject of universities’ ideological and political education is characterized by affinity, uniform goals of education and conjunct ideas, which brings the affinity of universities’ ideological and political education under the context of new media. From the perspective of reality, there are opportunities for universities’ ideological and political education to increase the charm of their subject, to improve timeliness of education, and to enrich the form of education. Meanwhile, there are also predicaments as affinity is hard to achieve and easy to get confined in certain circles. We need to seize the moment, crack the predicaments and fulfill the transformations from speaking for power to speaking for rights, from talking about generality to talking about specificity, from speaking rigidly to speaking vividly.%新媒体时代构建了以隐喻为本质的新媒体语境.高校思想政治教育亲和力因主体的亲缘性、目标的一致性、理念契合性,需纳入新媒体语境.从现实角度审视,新媒体语境下高校思想政治教育亲和力存在教育主体吸引力增强、教育时效提升、教育形式丰富的机遇,也面临亲和力"形成难""圈层化"的困境.要把握机遇,破解困境,完成权力话语向权利话语转变、宏大叙事话语向微小叙事话语转变、文本话语向形象话语的转变.
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