Abstract: The emergence of we media, with its advantages of universality and individuality of the subject of information transmission and the interactivity and immediacy of information dissemination, provides a new life and learning platform for college students, which is beneficial to the college students' knowledge acquisition and development of individual character, but the randomness and fragmentation of the content of information dissemination will impact on students' values and mode of thinking. When we media brings opportunities to the effectiveness of ideological and political education in college, but it also challenges the traditional ideological and political education model, the discourse right of ideological and political education, and the mainstream ideology.

Key words: We Media, Ideological and political education, Effectiveness, Opportunity, Challenge