The Construction Of The Public Sphere Of Commercial Housing Community Under New Media Environment

With the economic and social changes in China,A large number of social management,social services,and social security functions are separated from the government and units.The community has become an important bearer of social administrative functions.Therefore,the management of urban society is also the management of the community.Since the founding of the People's Republic of China,the community development in China has undergone a transformation from a unit-based community to a new type of community.Today,most urban dwellers live in commercial housing that they buy or rent,so commercial housing communities are now an important part of urban communities.In the age of network communication,new media technologies are developing rapidly.Social media represented by forums,microblogs,and We Chat have brought about great changes in information communication,and have also profoundly changed people's lives and interactions.Empowered by new media,community residents participate in community communication and build community communication platforms spontaneously.They use social networking forums,QQ and We Chat chats to share fun facts,humor,and help,and realized information exchange and interpersonal communication.On a deeper level,community residents construct public issues,participate in expression of opinions and group dialogue through the Internet.Thus,the mobilization from online to offline was realized through the community platform,which further promoted the mobilization of real resources.In the process,a community digital public domain was constructed.Based on the perspective of micro public domain,this article takes the digital public domain of commercial housing communities under the empowerment of new media as the research object.The author selects Evergrande Oasis,a community that is developed in Taiyuan,which is stable and resident,andanalyzes the construction of community digital public domain and its endogenous mechanism from three aspects: structural dimension,representation dimension and interaction dimension.From the perspective of the structure,the new media platform of the commercial housing community has formed an operating form with residents and properties as the main body,lowering the threshold for information access and promoting residents' information exchange.Opinion leaders in community media use topic setting to guide and motivate owners to pay attention and participate in community affairs.Owner media commercialization model also provides feasible suggestions for other self-media commercialization explorations.From the perspective of representation,public issues become one of the core content of community residents' discourse expression.The community digital public domain has become a venue for residents to express their opinions and attitudes and participate in public affairs discussions.However,the discussion of community residents is dominated by irrational public opinion.At the same time,the active participation and negative coexistence of community residents in the degree of participation.From the perspective of interaction,it mainly discusses the interaction between community residents and the interaction between community residents and other subjects such as property.The digital community in the community has promoted residents' interactive exchanges,neighborhood watch,offline communication,synchronic gatherings and public actions.And the community digital public domain has formed a multi-dimensional and multi-layered web-like connection,which fosters the sense of community community.