Han Li, Ziting Lan, Yu’nan Xie

Ziting Lan

July 24, 2025

Artificial intelligence, College counselors, Network ideological and political education, Discourse affinity.

In the era of artificial intelligence, network ideological and political education in colleges and universities is facing challenges such as reshaping information dissemination models and fragmented student cognition. Enhancing the discourse affinity of counselors' network ideological and political education has become the key to enhancing the effectiveness of education. Based on the Laswell 5W communication model, this article systematically analyzes the current dilemma of discourse affinity in terms of value infiltration, ideological guidance, cultural dissemination, and emotional interaction, and proposes to construct an improvement path from five dimensions including communication subject, content, channels, audience, and effectiveness: promoting the transformation of counselors into "dialogue guides" and strengthen human-machine collaboration capabilities at the level of communication subject, shifting towards a life oriented narrative and embedding emotional analysis at the level of communication content, implementing platform layering strategy and multi-form discourse design at the level of communication channels, achieving precise push and student co-creation relying on big data at the communication audience level, and constructing an AI-assisted dynamic evaluation and feedback mechanism at the level of communication effectiveness. The research aims to promote the integration of ideological and political education discourse into students' online life through the paradigm shift of "student-centered", achieve the organic unity of value transmission and emotional resonance, and provide theoretical references and practical paths for innovation in network ideological and political education in colleges and universities in the era of artificial intelligence.

© 2025, the Authors. Published by ISCCAC

This is an open access article distributed under the CC BY-NC license