Mobilization Strategy And Mobilization Effect:A Practical Study Of Urban Community Mobilization

The construction of community co-construction,co-governance and shared governance pattern cannot be separated from the participation of residents,which is the internal driving force of community construction and development.The community uses a series of specific mobilization strategies to mobilize the community,which directly affects the residents' behavior strategy and ideology,strengthens the relationship and interaction between the community and the residents,enhances the residents' recognition and affirmation of the community work,and stimulates the residents' motivation to participate in community activities,so as to play the main role of the residents.This article will analyze the mobilization strategies and effects of community mobilization from the rational and emotional framework,in order to explore the logic behind community mobilization.In this paper,case analysis method is used to analyze and discuss two typical urban communities in the same district of Chongqing.Based on the survey data,it is found that under the similar conditions of social environment and institutional environment,the motivation sources of mobilization are different between the two communities.X community is more inclined to emotional mobilization based on social network,and through strengthening volunteer sentiment.The strategy of feeling experience,utilizing elite authority and unblocked communication channels to interact and communicate with residents emotionally.S community mobilizes based on administrative resources,tends to use power technology and follow the top-down system arrangement.It is more in line with the rational mobilization logic of community mobilization.It gains support from residents through such strategies as interest stimulation of residents and community self-organization.Starting from the actual situation of questionnaire and interview,through the transformation of mobilization strategy,both communities achieve better mobilization effect.After in-depth comparison,whether it is emotional mobilization based on social network or rational mobilization based on administrative resources,there exists a logic of reciprocal exchange behind community mobilization.Through different mobilization strategies,the value objectives of community mobilization and the value demands of mobilized objects are integrated,which combines the obvious altruistic drive with the potential egoistic drive,thus realizing the integration and integration of resources,integrating resources to realize mobilization target.Community mobilization strategies are based on the specific situation of the community.On the basis of case studies,this paper argues that social network mobilization can effectively promote residents' participation in the context of forming a stable community network,week connection mobilization structure and obtaining strong "social legitimacy".It also has a relatively perfect administrative organization system and strong control over resources.Administrative mobilization can strengthen residents' dependence on the community and mobilize residents to participate actively in activities under the situation of strict adherence to power by the system and actors,so as to produce collective action and achieve good mobilization effect.Communities need to rely on administrative authority and social resources,flexibly use daily power technology and life strategies,improve community mobilization ability,promote residents' participation,and achieve the goal of community governance.