Study On The Community New-media Of Contemporary Urban

With the advancement of the urbanization progress and the improvement of people's living standard,people's demand for community service,community participation and emotional communication is increasing,and the community new media has become emerging channel to meet these needs.At the same time,the new social environment and media context provide policy,economic,technical and audience support for the development of new media in the community.Under the multiple background,it is urgent to explore the practice of new media in urban community communication.This paper takes Wuhan Baibuting community as an example to explore the platform development,audience characteristics,use effect and existing problems of the community new media,then puts forward suggestions for improvement.This paper investigates the status of Baibuting community official website,QQ,microblog,WeChat,APP through different ways which are questionnaire survey,in-depth interviews,content analysis.The survey found that: the residents 'willingness to use the community new media is expected to be improved.The function of the community new media was brought to a certain extent.Residents' use of community new media is influenced by community satisfaction,Internet duration,living nature,and convenience of media information reception.Although the development of community new media is very fast,there are still problems on different degrees.For example,the media positioning is not clear and the content of media can not adapt to the public;the old and new media platform development is uneven and media penetration is not high;lack of interactive feedback in the operation and community O2 O to be tapped.the old and new media platform development is uneven and media penetration is not high;lack of interactive feedback in the operation and community O2 O to be tapped.The author believes that the measures to solve these problems are:to clarify the positioning of new media in the community,to return to the essence of media service,and to divide the distribution of all kinds of residents.What is more,pay attention to the construction of media platform,“tailor” the media form for the community and attach importance to media promotion and platform docking.Last but not least,set up a new media operation thinking,improve the feedback mechanism,deep excavation of community O2 O potential and other aspects.