Under the new media environment, exploring how Shaanxi red cultural resources can be integrated into party building education in colleges and universities significantly improves students’ political literacy and cultural cognition. The study adopts new media technology, combines K-means clustering algorithm and fuzzy cluster analysis method to extract students’ personalized characteristics, and uses them to optimize the content of party building education. The experimental data show that the intra-class average error of the K-means algorithm in the classification of excellent students is 2.56, while the overall average intra-class mistake of the fuzzy clustering algorithm is 10.28, indicating that the latter is more scientific and accurate in party assessment. Through the research and analysis of the student groups in 30 universities, it was found that 80% of the students believed that the universities paid attention to the development of intelligent party building, and 0.9198 of the students thought that the red cultural resources in Shaanxi could meet the needs of party building education. The study’s conclusion shows that combining technical means in the new media environment and Shaanxi red cultural resources can effectively improve the effect of party building education work in colleges and universities, and enhance students’ political literacy and cultural cognition.