The Role Transformation Of Chinese Journalists Under New Media Environment

Throughout the role changes process of Chinese journalists,professional roles and social roles alternate with and enhance each other.In an age of invasion,warlodism and starvation,reporters' roles of torchbearer and propagandist were more valued.However,along with the development of marketization,people began to appeal for the returning of reporters' professional roles of information transmitters and recorders.Although this has been the major trend,the technological innovation triggered by digitization,mobilization and intellectualization is bringing about great development and prosperity of new media,which has been changing both external environment and interior framework of news production and transmission,meanwhile creating new obstacles and difficulties for reporters' role playing.In the new media environment,typical roles of observer,gatekeeper and opinion leader played by journalists from the perspectives of classical western communication theories have been weakened.Therefore,role transformation is becoming the best way to achieve sustainable development for reporters as well as media organizations.At micro-level,the role transformation of journalists must be driven by their changing role consciousness,in which journalists should transform to news verifier,producer of news product,specialist of vertical territory and guider of public opinion.At macro-level,the transformation needs to be guaranteed by mature system and mechanism to promote the convergence of new media and traditional media,strengthen technological innovation,deepen reform of media system,optimize Internet public opinion environment,making the traditional media more flexible,newer and stronger,thereby letting the values of journalists reappear.