Starting from the concept of new media, this paper analyzes the psychological characteristics of the higher vocational college students born after 2000, and expounds the internal relationship between new media and ideological and political work in higher vocational colleges from this perspective. We propose that in the new media environment, the implementation of ideological and political work in higher vocational colleges must give full play to the advantages of new media, improve college students' media literacy by integrating resources and strengthening supervision, so as to improve the effectiveness of ideological and political education.