The Case Study Of Community Communication

Presently, the Party Central Committee and State Council are advocating construction of social harmony. As the epitome of society, harmony of community can not be neglected. Chinese medias are carring out marketization and implementing "Three Abutt". In that process, medias rich the content of neighborhood services constantly and develop multiform socially useful activities to strengthen the connection between medias and masses which could make a better service for construction of community harmony. Media entering community is such a form that units medias and functional departments to walk into communities aiming for offering residents services and help in all directions through embedded type communication. Under this model of communication, medias and communities can get what they need respectively and reach win-win.Seen from media's angle, community communication not only enlarges audience,increases andience rating, publicizes media image but also bings social responsibility into effect; on other hand, in the process of community communication, medias get new material, strengthen interactive between medias and masses,quest for strategy of communication and new tendency of social function in marketization of medias. Seen from community's angle, media entering community provides all kinds of services, in the same time provides a public space in communities to use for communication which creates a "storytelling fabric". Through this fabric, residents could communicate with each other face to face that produces a sense of belonging toward community and prompts residents, local medias and community organizations to make mutual excitation and focus on public affairs.Through the study of "《Jing Shi Live》Happy Community", this thesis makes a further demonstration that the communication of combination of media with community meets both needs of media and community. In the process of communication, media image, public space, sense of belonging and community culture have been built gradually.