Purpose/SignificanceReconstructing the knowledge-based ideological and political education function of the media is the key to creating a "big ideological and political" pattern in the new era and improving the synergy of educating people. However, the rapid development of knowledge-based self-media has made the ideological and political education in colleges and universities face the reality of both opportunities and challenges.

Design/MethodologyA comparative analysis of the value positioning of the Zhihu APP platform and ideological and political education shows that its operation mode and idea of knowledge sharing, intelligent division, "elite" leading and thinking collision are highly compatible with the value orientation of ideological and Political Education.

Findings/ConclusionAt present, problems such as inert thinking, identity tags, and extreme content that arise from knowing the operation process are contrary to the value orientation of ideological and political education. In order to realize the re-integration with the value orientation of ideological and political education, we must realize the reconciliation of ideological upgrading and ideological guidance, the combination of high-quality incentives and mainstream guidance, and the unification of talent training and moral education..