Community Communication From The Perspective Of Community Brand Building

At present,with the acceleration of urbanization in China,community has become an indispensable part of the city.Community brand building and community communication have become an important support and driving force for urban development.Analyzing community communication,in fact,is to open up the potential discourse space of the community,understand the transformation of the relationship between people in the changing times,and reconstruct the social psychology of individuals and groups through the change of the macro social structure.In 2022,the construction of Hongqiao all-element open and beautiful neighborhood,a project of "One Street and One Product" in Changning District,was launched in Anshun District.With the goal of people’s yearning for a better life,it will make every effort to build a model block of the best grass-roots practice of people’s democracy in the whole process.The epidemic in Shanghai has made residents more aware of the existence of neighborhoods and communities.The epidemic has also brought many new public issues to the community,promoting more understanding,trust and consensus among people,encouraging participants to see and support each other,and continuing to promote the discussion of issues and innovation in governance.Starting from the perspective of community brand building,this paper aims at the core issue of how to promote community brand building in the process of community communication,taking the process of building the brand of "Goodwill Neighborhood" in Anshun District,Changning District,Shanghai as a case,through a year-long field observation,and assisted in participating in in-depth interviews and focus group interviews to obtain firsthand information,The second hand data of literature research results related to community communication are collected by the method of literature research.Different from the previous sociological observation of community building,this paper tries to explore the process of community communication in the community brand building from the perspective of communication: the participation and interaction of multiple communication subjects in the community,the intertwined effect of multiple communication channels in the community,and the effect of community communication,so as to find out the influencing factors of community communication in the perspective of community brand building on residents and the whole community.Community brand construction needs to actively use the power of community communication to improve residents’ awareness and emotional identity of community brands and further promote the development and construction of communities.