This study aims to investigate the effectiveness of new media on ideological and political education in higher education institutions and utilizes data analysis methods to uncover the role and impact mechanism of new media in this context. To gather data and gain a deeper understanding, grounded theory and a questionnaire survey based on the Diffusion of Innovations Model were employed. The survey targeted university students and provided insights into the information dissemination and influence pathways of new media in ideological and political education at universities. The survey findings shed light on the positive role of new media in enhancing students’ learning outcomes in ideological and political theory and their willingness to participate in civic and political affairs. In addition to the survey, the study utilized literature visualization analysis using Citespace to identify research directions and approaches related to the influence of new media on ideological and political education in higher education institutions. The analysis results revealed research trends in this area. In conclusion, the study’s findings highlight the effectiveness of new media in ideological and political education in higher education institutions and contribute to a deeper understanding of its role and impact