Community Newspaper: A Research Into Local Newspaper's Transform In The Ear Of Social Media

The Ear of Social Media,a time when people are more used to release and receive information on blogs,We Chat,and apps,has totally transformed the landscape of media world.Community newspaper has developed into a mature genre in newspaper industry throughout two or three centuries in developed countries.In the US it is called as “the heart pulse of the country”.But in China,either community or community newspaper is a new notion.The notion of community was first brought into China in the beginning of 21 st century when economy and society of China was developing fast and urbanization was accelerating.Under such circumstance,Chinese media industry learnt from developed countries,and started the trial of running community newspapers.However,there is no one community newspaper stood out;neither to say there to form a new genre of newspaper in China.This dissertation will focus on the immature community newspaper in China,trying to explore a working access for local newspaper's transformation in the ear of social media,by comprehensively analyzing communication,sociology and management theories,and based on text studying,personal working experience in a community newspaper agency,as well as a solid research in regional community media's needs and in a few community newspapers.The Introduction highlighted the importance of the research done in this dissertation,and claimed the study in Suzhou,a developed coastal region,has a demonstration effect to other regions.Chapter One analyzed the changes in community and community newspapers in media industry in the ear of social media.This dissertation uniquely summed up the experience of community newspaper in developed countries by literature research and studied 100 communities in Suzhou's urban area by questionnaires.Chapter two recognized the effect which is not to be ignored media played in community management at the dawn of communities by monitoring and analyzing five typical community newspapers in Suzhou.Community newspaper's three characters,digging deep in neighborhood,local services,and neighborhood interaction,are not only fitting in community management in the ear of social media,but also an important direction for local newspaper to transform.Chapter Three further logically researched the possibility of community newspaper from previous studies,communication theories,and trial practices of Suzhou local newspapers in community for grass-root society management featuring government-community interaction with Chinese characteristics.In this chapter,the author raised the notion that community newspaper shall not be limited to printed words on paper,but a community's multi-media.In this way,community paper will make up the loopholes of communication in grass-root community management in China on the one hand,and provide a practical way for local newspapers to transform on the other hand.