Urban Community Media InformationTransmission Study

With the constant accelerating of China’s economic system reform, the condition of China’s urban resident housing is experiencing great changes, and the current urban community has showed heterogenization, privatization and other development trends under the influence of urbanization. The form of urban community also develops from the traditional neighbor street and work unit public residential community to the new interest community structure that dominated by commercial residential housing. At the same time, this new community represented by commercial residential housing also develops into a diversified and highly-integrated community media form, under the matched media construction and the support of network technology and new media. However, the related study on such urban community media information transmission in our country is only at the preliminary stage.The purpose to research of Chengdu Vanke community media information transmission is to provide reference support for the study on medium information transmission of such new type of interest community represented by commercial residential housing in China. The paper sets Chengdu Vanke community as research object, starts from media system dependency theory and community communication infrastructure theory, adopts questionnaire method, deep interview method and field participatory survey method, through the integration of data collection and file management of research object and quantitative research and qualitative research, and to pay attention on the information transmission research during the process of community media construction.Through the long-term participatory survey of Chengdu Vanke community and the research basis of media facilities development and usage in Vanke community, the paper conducts systematic description analysis of the information demand and interpersonal communication characteristic of the residents in community. And through the interviews with three representatives in community, the paper aims to deeply explore the demand changes during the process of information transmission among residents in the community.The author believes that under current information transmission environment with various media channels, the community residents are no longer satisfied with the basic demand for text information, instead, they expect to get more information about the community public affairs and activities, and become a participant and organizers in the process of information transmission of the community, rather than a passive information receiver. The paper therefore conducts further data analyses on the medium information transmission effect of the community, through data analysis and hypothesis verification, and combines with previous research results, the paper believes that the overall media information transmission effect of the community is not excellent, the main reason includes community media information imbalance, media facility experience insufficiency, interactive information feedback mechanism shortage and other interpersonal factors, which lead to the result of low-approval in media information content, poor participation in community public affairs and activities, weak community belonging sense of the residents in the community. At last, this paper points out that under the condition of the interpersonal communication and organization communication dispersion, and the functions integration impossibility of traditional community media and new media, the community shall introduce model structure to integrate community media service platform, and then the paper proposes suggestion for the design and development of network medium terminal for Vanke community.