Research On The Branding Of Media Journalists' Microblog

Social media are increasingly embedded into everyday communication.This challenges journalism to come to terms with the changes that social media triggered in the use and production of(news)media.In this paper,This article focus on transformations at the level of the individual journalist.Because the news industry faces a wide range of transformation,newsmen and newswomen are encouraged to develop a personal brand on Twitter.Presenting themselves as a brand offers journalists the opportunity to become news and opinion hubs and to increase their “market value”.This paper use Goffman's(1959)theatre metaphor as an analytical framework,wherein the journalists are conceptualized as performers who are acting on a stage(i.e.WeiBo)in front of an audience(i.e.other WeiBo users).Through the analysis of the basic information and texts of the reporter's personal microblog,the reporter's microblogging brand activities at the individual level were investigated.Explore the ways they use social media to express themselves and the differences in the use of Weibo by different types of journalists.Comparing the presentation of journalists of different media nature on Weibo,this paper analyzes the advantages and disadvantages of various forms,motives and real identities that may exist in virtual self-presentation.The study found that journalists are trying to build personal brands in Weibo.They will add multiple identity authentication and personal other media accounts to their personal Weibo information.In the Weibo text,journalists tend to publish original Weibo and tend to use topics to construct texts.In addition,traditional media journalists and transition journalists are slightly different in the use of Weibo,but traditional media journalists are actively constructing personal brands in addition to organizing brands.The interview results show that the journalists really pays attention to constructing personal brand on Weibo,paying attention to interacting with the audience,and will have his own set of rules before the text is released.In the construction of personal brands,the personal identity of journalists has a role to play.In the process of social media practice,the actual identity is the basis for the construction of the reporter's personal image.His personal views,including personal life information,are largely inseparable from real identity.However,the actual identity has both advantages and disadvantages.In the news reports,the audience still recognizes the reporters of professionalmedia status,but the reporters will still have scruples in the process of realizing the personal brand.Therefore,journalists need to balance the delicate relationship between the two.