Research On The Influencing Factors Of Urban Community Media's Participation In Community Governance

Under the dual background of urban modernization and media networking in my country,new characteristics have emerged in the grassroots governance model,and the transition from management to governance has been gradually realized.The media communication pattern has also moved from mass communication to mass communication.As a member of the multiple subjects of community governance,urban community media has also begun to participate in innovative practices in community governance.Relevant studies have shown that urban community media can promote residents' enthusiasm for community participation and help grassroots governments to govern well.Therefore,exploring the influencing factors of urban community media's participation in community governance is helpful to understand the current urban community media's participation in community governance.This article takes the "Information Times" micro-community Ejiatong as a typical case of urban community media participating in community governance,and uses quantitative research as the main and qualitative research supplemented by empirical research methods to influence the "Information Times" micro-community Ejiatong's participation in the community The main factors of governance are refined,and the problems are identified and development countermeasures are proposed.Firstly,it summarized and sorted out the development history of "Information Times" micro-community Ejiatong participating in community governance."Information Times" expanded from positioning vertical urban reporting to transforming community news production,expanding from community information dissemination to providing community services,and focusing on service The tentacles extend to the development process of community governance,which can be roughly divided into three stages: the platform construction period(2001-2012),the governance network formation period(2012-2015),and the communication governance development period(2015-present).Through media interviews and observations,it explored the operational practice path of the "Information Times" micro-community Ejiatong participating in community governance,including practicing its own platform construction goals,creating multiple role positioning,and building a cooperation model of mutual placement and mutual assistance with grassroots governments.Regarding the level of community governance as a criterion for judging the effectiveness of urban community media participation in community governance,a structural equation model of the level of community governance is constructed.The survey of residents found that residents' media perception and media attitudes will affect residents' media contact behavior,and media contact behavior is the main factor that affects the level of community governance(including community management evaluation,community participation behavior,and sense of belonging in the community),that is,urban community media Factors affecting participation in community governance.This study also found that the "Information Times" micro-community Ejiatong has three major problems in participating in community governance,namely,insufficient linkage of combined communication channels;uneven media trust among residents;and low level of community participation.In response to these issues,this article attempts to propose three strategies for the sustainable participation of urban community media in community governance practices,namely,based on scale and differentiated development,improving platform communication;strengthening content production and brand building,and enhancing media credibility;deepening the level of participatory governance,Enhance self-hematopoietic function.