Urban Community Propaganda Work Innovation Research Under The New Media Environment

City community is the basic unit of city, city community propaganda work is an important part of community work. At present, the rapid development of new media technology, has brought a tremendous impact on the community residents working and living. In the new media environment, the urban community propaganda work is faced with great opportunities and challenges. The innovation of urban community propaganda work, to further promote the innovation of grassroots propaganda and ideological work, strengthen social management and innovation, is of great significance to the construction of socialist harmonious society.This thesis consists of preface and four parts. The introduction part mainly elaborates related research objective, the research significance, research methods at home and abroad.The first part explains the meaning and characteristics of new media and the urban community advocacy work. First elaborated the meaning and characteristics of new media; then discusses the meaning and characteristics of urban community advocacy work; and finally discusses the new media and traditional media’s comparative advantage in urban community outreach work that aging urban community advocacy work in the new media environment of fast, broad participation, interactive, richer content, and that the new media and traditional media in advocacy work in both urban communities is the integration of development.The second part, expounds the opportunity and challenge of city community propaganda work under the new media environment, believe that in the new media environment, city community publicity platform for wider dissemination means, richer, more interactive, Zheng Min channels of communication more smooth. But at the same time, the new media to responsible role in community group events, the impact on city community residents mainstream values, public opinion information supervision more difficult, challenging the traditional media, but also put forward higher requirements to the city community outreach workers.The third part, investigates the current situation of city community, the propaganda work of the problem and reason on the achievements, existing. According to the results of the questionnaire, through the analysis, the city community advocacy work is facing the community residents to participate in consciousness under the new media environment, community information of public opinion supervision more difficult, the effectiveness of the use of new media is not high, the new media equipment and lack of full-time staff, and analysis of the above problems.The fourth part proposes an innovative urban community advocacy strategies. Focuses on the principles of innovation and urban communities and propaganda work under the new media environment, content, methods and security mechanisms. The main principles include dual subjectivity, open and inclusive, efficient and immediate effectiveness of the principle of service; including the party’s propaganda scientific theory to answer social focus, promote the socialist core values, spread advanced culture of the times; method has become "one-way propaganda " to " interactive communication " change " go it alone " to " battle groups " change " blunt preaching " to " boot identity " change " information blockade " to " voluntarily disclosed. " Safeguard Mechanism innovative urban community outreach work in the new media environment, mainly to strengthen the organization and leadership, the establishment of a high-quality new media community workforce, strengthening physical security, improve the incentive mechanism evaluation.