Research On Urban Virtual Community Governance From The Perspective Of Social Capital

With the popularity of the Internet and the acceleration of urbanization process,the scale,the frequency and the investment of virtual community in which the public participate are increasing.Accordingly, the influence of virtual community on people's lives is increasing, and the value of virtual community to urban development is showing. Therefore, the research becomes urgent and meaningful.In this paper, we take Xiangtan urban virtual community that belong to Hunan provincial government website (Red Net) in the prefecture-level city as example. The paper base on the perspective of social capital from the actors, action and structure to research the conditions of virtual city production community governance and the management of elite behavior,to research the analysis of vertical and horizontal management structure of virtual communities, to research the role and the difference of the community's formal rules, informal rules and unspoken rules in government, to research the role of virtual communities of urban governance analysis,and the process and logic about virtual community governance from virtual community to the city. Paper is divided into seven chapters,and the second, third, fourth, fifth and sixth chapter are the main part.In the second chapter,the main idea is to clarify and define the city of virtual communities,social capital and governance of the meaning of three concepts, and to introduce the change history of Xiangtan virtual community.City virtual community is the Interpersonal networks on the Internet,which based on real life.Compared with other virtual communities, it has "relative regional"and"reality orientation" properties. The boundaries of the city virtual community is Multiple fuzzy the boundaries of the community members'activities is largest, second is the boundaries of Membership,the boundaries of Cyberspace Divided by Community Website is smallest. Urban Virtual Community'Governance depend on the recognition of virtual community administrators, moderators, senior users, ordinary users and other main cities in virtual communities and Co-management community affairs. Social capital is Participation internet that the main Features is trust, reciprocity and cooperation with the nature of the social structure.The third chapter discusses the function of social capital in the producing and managing action of virtual administrators, moderators, senior users. Web site administrators and moderators are the government elite, and its power comes from the set of management authority; senior Internet users are outside elite, and its power comes from the network behavior in the community. Good administrators, moderators and senior users usually participate in social network. Regular participating in network behavior make the elite better into community'network, and the behavior gradually gain recognition of the community users all of these make the elite gain the capability to mobilize community's social capital.The fourth chapter analysis the governance structure of the city virtual communities.the Level of Vertical hierarchy can be divided into the administrator group, Moderator group, senior and ordinary users groups; horizontal groups can be divided into class groups, view class groups, class groups and so on. Compared with the hierarchical power in reality, the upper groups of virtual communities to the lower groups do not have the physical relationship about controlling and punishment. The upper groups have the power to mobilize social capita, it must participate in community relations network to make the upper groups become their member. Lower power groups restrain the upper management'behavior through co-operation between the groups. The horizontal group existe competition, the order of competition that rely on the overlap, interaction between members, groups, relations between the dynamic maintenance of the network can be maintained.The fifth chapter Analysis the type and mechanism of City virtual communities. The City virtual communities can be divided into formal rules, informal rules and unwritten rules. In addition to relying on the elite, Running the formal rules mainly depends on the informal rules. The Consistency between formal rules and informal rules is good to promote communities'trust. This trust can change into social capital. The hidden rules is the informal rules that is contrary to formal rules.some individual or groups use hidden rules to gain personal interest, this hidden rules is exclusion, and it's bad for the trust of community.The sixth chapter discuss the process of city virtual communities' governance and the logic from city virtual communities to urban governance.analysising the process of "provincial transport users to see activity,"it comes that social capital promots the collective action between community and groups, and bridge urban virtual communities and reality cities. City virtual community of social capital in terms of promoting collective action reflected the power of virtual communities for urban users and the reality of social power sector to provide the conditions for the game. Particularly, social capital makes the netizen as a group of organizations and associate with other social organization in reality. The group power have raised the status of netizen in this game.