Research Of Community Communication In The New Media Environment

With the rapid development of information technology and the wide application of new media, the personal communication model is changing. The way to make use of the new media plays a unique and important role to nurture and enhance the core values of community residents and community sense of belonging, which finally contributes to the construction of the harmonious society. In this paper, we discuss the present situation, existing problems and improvement measures of community communication in the new media environment for xinjiangwan street (community).I mainly adopt content analysis, in-depth interviews, focus group interviews and other research methods to carry out the investigation.it has three core topics: community BBS, the construction and management of a new media system and opinion leadership. After the study, I put forward an ideal working model of communication and related management for the administrative staff, which integrates the various communication channels to realize communication maximization and optimization. First of all, it needs a new platform which combines official website, weibo, BBS, QQ group and weixin together, secondly, make sure of the consistency of content and efficiency of various media in the big communication platform. Thirdly, to establish working mechanism of information collection, distribution, analysis and decision-making by take use different advantage of each kind of media. At last, because of the important roles of opinion leaders in the process of community communication, the management organization of the street should attach great importance to the cultivation of its own opinion leaders, such as encouraging successful people, public welfare, as well as the community star stuff to become new community opinion leaders.