The Establishment Of Community Journalism For Traditional Media In The Internet Era

With the development of the new media technology, people from professional and academic area attach great importance to the core issues, which focus on the transformation of traditional media, especially the newspaper and magazine. In current years, traditional media witness the great development of community journalism, which seems to become a necessary trend for them. At the same time, traditional media not only try to eliminate the limitation of geography, they also seek to utilize social media or some other new media to help them establish community. In this article, the author will compare the American community magazine Chevy Chaser to Chinese community newspaper Beijing Community newspaper. Due to their similarities and differences, we will find a peculiar way for Chinese traditional media in order to help them establish the community, both virtual and authentic.In the first Chapter, the author tries to do some research of following three definitions: community, community journalism and the establishment of community journalism. Meanwhile, the author defines the similarities and differences of the three definitions: community, information of community journalism, and the establishment of traditional community journalism. In order to make the article more objective, the author also tries to combine the development of community journalism in China and in some other countries to seek for the characteristics of them.In the second Chapter, the author argues the pattern for the establishment of the community journalism for traditional media. The internal driver for it is the various dissemination channels, the division of audiences’ attraction, and the integration of media operation. The operation of media includes the community newspaper or the multiple media company which emphasis the geological characteristics and the patterns of combination with cooperation which emphasis the opinions and perception.In the third chapter, the author analyzes the problems and reasons for community journalism. The problems includes media environment, the fragment of receiving information and media operation. The reasons are mainly that the traditional media lack the perception of “zone perception” and the “embedded system”. In addition, the author also summarizes the interviews of Chevy Chaser and Beijing Community newspaper.In the fourth Chapter, the author negotiates the solution of the establishment of community journalism for traditional newspaper, which is about the innovation and breakthrough. For the breakthrough, the author takes consideration of the news coverage and communication structure. However, for the innovation, the author pays more attention on the application of media technology to enhance the audiences’ attachment and involvement.The research of this paper is more practical and predictable. It provides a kind of way and thinking path about how to transform traditional media, especially for traditional newspaper and magazine, which expect to inspire both the professional and academic fields.