The Research On The Third "Resignation Waves" Phenomenon Of China Traditional Media People

With the rapid development of new media, the economic foundation of traditional media has gotten great impact, together with the decreasing public opinion of politics, which putting traditional media and traditional media staffs into an awkward situation. More and more traditional media staffs, including some famous media players like Zhang Lingquan, Luo Zhenyu, Lang Yongchun, Qinsu, Hu jiujiu and so on, choose to leave amid the badmouthing of traditional media. These celebrities compose the “hard core” of the third “Resignation Waves”, and extend this“waves” into a border scope.This paper concludes six main career choices of those quitting media people by analyzing the background and causes of the third “Resignation Waves”, and combining the specific cases of traditional media people's career choice and turnover intention. The six career choices are as follows, Internet media, government agency,we media, college, self-employed and enterprise public relations. Meanwhile, this paper discusses the internal and external factors of resignation. First, it analyses their personal factors from the aspects of economic factor, ideal factor, job factor and health factor. Then, it's the external factors, such as the system and direction problems during the transformation period of traditional media, and the industry shock that caused by new media technology.This paper starts from the resignation speech that delivered by these traditional media elites among this “Resignation Waves”, and analyzes their expression of discourse in the speech. Then, this paper shows the situation that the authority of traditional media is decreasing through the current situation of traditional media that emphasized by those traditional media resignation people, and their judgment of tradition media's declining and the crisis awareness of their career that caused by the new media technology. Among this, the strategy of discourse construction and the fight for discourse power express traditional media person's complicated feelings on their career dilemma and career risk.Although this “Resignation Waves” reveals their negative attitude to the traditional media industry, this also promotes the traditional media to explore its way for transformation and the way to solve shortcomings of it. At the same time, this could accelerate the turnover rate of traditional media; leave more promotion spaceand opportunity for those new media staff. And these traditional media that have made a perfect transformation would set a perfect example for those struggling media,and all of these phenomenons are very worthy to study.At the last part, in order to summarize the over-enlarged “Resignation Waves”phenomenon, the fight for discourse power of these elite traditional media people's resignation speech and the demonstration effect of these quitting media people; this paper study the background of “Resignation Waves”, discourse expression of traditional media people, resignation reasons, resignation direction and interview surgery to 10 traditional media people. This paper also analyze their personal career influence and the usage of their circle resources that be showed in their resignation speech that delivered by new media. What's more, this paper also pays attention to the resignation of those traditional media's new comers. This would have great theoretical and practical significance for controlling the influence and diffusion of “Resignation Waves”, and the same to the accurate transformation of traditional media in the future.