Study On The Development Of Urban Community Media

Since the reforming and opening up, in the process that planned economy changed into the market economy and along with the advance of urbanization construction, in our country, the urban original unit system gradually disintegrated, replaced by the community structure that being as a new element. In terms of communication, the development of Internet and IT, new media, transformation and updating of traditional media and media convergence, in the terms of reality, the development of urban community construction, the construction of the variety of commercial residential areas and improvement of urbanization, both of them promote the development of urban community media.Since the generation of community media, many domestic cities have been active exploration and attempt, some of the them achieved good effect, but majority of them failed or became only a shadow because of kinds of reasons. Considering the background of media convergence and construction of the urban community media, this paper mainly focuses on the analysis the characteristics and development of domestic urban community media, seeks for the regularity factors, at the same time and analyzes the reasons of their successes and failures, finally find the breakthrough point of domestic urban community media development.In this paper, the introduction part mainly starts with the basic concepts, discusses the theoretical and practical significance of research, combing the domestic and foreign research results about the construction and development of community media, based on the development situation of community media and existing research achievements, putting forward the main research ideas and content of this paper.The second chapter focuses on the domestic development status and characteristics of urban community, first of all, according to the time, sorting and analyzing the development of domestic urban community media, the generated node of urban community media, different types of community media in accordance with the established subject; Second, by the domestic urban community media development case analysis, the article lists the Beijing, Shanghai and Wuhan media development characteristics, by analyzing their communication strategy, market positioning, content settings, and so on, in order to have a total control and understand of them.The third chapter discusses the problems and limitations in the development process of domestic city community media that have been anticipated in the description in the previous chapters. First, making clear that the Chinese context of urban community media, to comprehensively consider the integration of community network and the transformation of social structure and news structure, then by analyzing from the market positioning and supply role, communication effect, professionals and marketing channels and so on, making sense of the problem and situation.The forth chapter is mainly on the development of urban community media, it is concluded that under the background of media convergence, what Chinese urban community media in the future should focus on.