Research On Community Publicity And Mobilization From The Perspective Of Agenda Setting

Since the reform and opening up,the model of grass-roots governance has gradually changed from a management-oriented government to a service-oriented government.As the smallest unit of social governance,the community is the most active and complex grass-roots "cell".Trivial matters in life will sharpen contradictions if not properly resolved in time.Due to the deepening of urbanization,the housing structure has gradually changed from cottage and dormitory to commercial housing,the relationship between community residents is desertified,and the composition of residents is heterogeneous.Therefore,the effect of community publicity and mobilization plays a vital role in community service.In the past,the study of community publicity and mobilization was limited to public administration and sociology,and few scholars discussed it systematically from the perspective of communication.In the context of the rapid development of new media,the mode of communication has changed from two-level communication to multi-level communication.This article embarks from the agenda setting angle,unifies the gatekeeper and so on correlation theories,uses the case analysis,the literature analysis hair and the depth interview technique technique to carry on the research.Based on the public agenda,audience agenda and attribute agenda,this paper studies the agenda setting of community publicity and mobilization in Z street of Saihan district.Through the analysis of the social and geographical environment of the communities within the jurisdiction,focused events and public opinion situation,as well as the relevant handling process and results,it is found that there are the following main problems in the community publicity and mobilization work of Hohhot: 1.Z The community publicity and mobilization work within the jurisdiction of streets has not formed a fixed framework for publicity and mobilization,and the importance of agenda setting in the community publicity and mobilization work is neglected.2.In the process of setting the agenda,the guiding demands of the audience are not well grasped,and the links of setting the agenda of the audience and the attribute agenda are ignored,resulting in the failure of the audience to cover all aspects and the ineffective publicity and mobilization.3.Most of the community publicity and mobilization work stays in the simple work mode of "You Ask Me to Answer",which is easy to lose the initiative of publicity and mobilization and thus trigger public opinions,and consume a lot of manpower,materials and other resources in the later handling process.4.The lack of sensitivity in the handling of public opinions and the inability to carry out effective crisis public relations without proper scientific handling methods have led to a series of public opinions that continue to snowball,resulting in the rigidity of the party-masses relationship and the impact on the government’s credibility.Through the analysis of the above phenomena,the author takes the community publicity and mobilization work in the area of Z Street as the research object.In order to promote the development of the theory of setting agenda in the community work and the better development of the community propaganda work in Hohhot,this paper constructs a theoretical analysis framework of community propaganda.