The Reshaping Path of the Discourse Power of Online Ideological and Political Education in Colleges and Universities in the context of Pan-entertainment-An Empirical study based on 926 Samples of Generation Z

In the era of pan-entertainment and networked media dominance, college network ideological and political education faces the practical dilemma of weakened discourse leadership, cohesion, and guidance. Generation Z, as the main target of ideological and political education, is characterized by fragmented, visual, and interactive information reception habits. These habits, combined with the information explosion, context fragmentation, and entertainment-driven nature of online communication, collectively impact the discourse leadership, cohesion, and guidance of ideological and political education. Empirical analysis based on 926 samples shows that the loss of discourse power originates from the disconnection between the traditional one-way indoctrination model and the egalitarian interaction ecosystem of the internet, the disembedding of theoretical content from life experience, and the conflict between educational logic and platform algorithmic logic. Therefore, it is necessary to shift the discourse power relationship from a hierarchical authority to an equal dialogue, promote the "re-embedding" of discourse content into the youth's world of life, and leverage advanced technologies such as artificial intelligence to construct a diversified and collaborative discourse ecological governance system. This will facilitate the paradigm transformation of ideological and political education in the digital age and enhance its value-guiding effectiveness.