Research On The Survival Status And Professional Appeal Of Traditional Media People

Today,with the rapid development of new media,traditional media faces unprecedented challenges.Traditional media practitioners have gradually become a focus of attention.Research on media practitioners is not only an important part of media research,but also a manifestation of humanistic care.Moreover,we can see the problems and shortcomings of traditional media from these practitioners,and finding ways to better develop traditional media and traditional media people.This thesis selects the practitioners of Guangdong provincial traditional media as the research object.The research methods in this paper are questionnaires,in-depth interviews and observations.This paper focues on the traditional media people's career aspirations and survival status under the new media environment,including a description of career aspirations and survival status of traditional media people,the reasons behind it,the problems existing in the management of traditional media,how to get out of the predicament of survival and how to achieve professional appeal.Through research,we found that Guangdong provincial traditional media people have low satisfaction with promotion opportunities,salaries,welfare benefits,innovation opportunities,and achievement feeling in work.The most satisfactory are the superior leadership,work environment,job flexibility,social impact and work autonomy.Their professional loyalty is generally high,but the professional loyalty of young employees is relatively low.Like many traditional media people in other regions,Guangdong provincial traditional media people have a lot of work pressure and poor health.In terms of professional appeals,their professional appeals mainly focus on economic appeals,growth appeals and respectful appeals.Behind these phenomena and problems are the influence of old factors such as the lag of traditional media management system and institutional constraints,as well as new factors such as the pressure brought by new media competition.To solve these problems,we need the joint efforts of traditional media and traditional media people.On the one hand,traditional media should do a good job in human resource planning,increase the introduction of new media talents and the transformation of existing employees,reform the salary and welfare system,conduct performance appraisal and innovation,and achieve diversified operations.On the other hand,traditional media people also need to improve their media literacy and business abilities,learn to adjust themselves,and transform at the right time.