Abstract: Based on the combing and analysis of the process and practical impact of the entry and development of private and personal media in the field of network ideological and political education, under the characteristics of “decentralization” of the Internet, and in the face of the danger of “separatism” of the communication matrix and its threat to personal self media, “group polarization” and “patriotic business”, we should recognize and allow the legitimate profit motive of private and personal media as the emerging communication subject, and guide them to create social benefits stably with multi-dimensional incentive policies. While strengthening themselves, traditional communication subjects can build a common service platform with the advantages of existing resources to become the “re-center” among various communication subjects. In the field of network ideological and political education in China, we must adhere to the party’s leadership over the cause of Internet media, promote the construction of an exchange platform with a wide range of members and rich levels, let the unity and supervision be both valued and build a “joint force” pattern.