Research On Cultivating "Internet Celebrity Journalists" In Domestic Mainstream Media

In recent years,the transformation practice of China’s mainstream media continues to deepen,and has achieved remarkable results in many aspects,but there is still a gap with the national requirements and market demand.General Secretary Xi Jinping pointed out that "the key to media competition is talent competition,and the core of media advantage is talent advantage."Therefore,promoting the transformation and upgrading of media practitioners has become an important way to promote the deep integration of media.As practitioners in the media industry,journalists are an integral part of the news production chain,and their transformation has become increasingly important to mainstream media.In the second half of 2020,several young journalists became popular on the Internet by chance,making "Internet celebrity journalists" a new idea for mainstream media talent training.Headline mainstream media such as CCTV and Xinhua News Agency have tried to cultivate "Internet celebrity journalists" while local broadcasters have also cooperated with MCN agencies to incubate hosts,journalists and other media practitioners as internet celebrity.Through this thesis,I try to summarize the experience of cultivating"Internet celebrity journalists" in mainstream media and provide reference for practice.This study is broadly divided into four parts.The first chapter composes the history of journalists’ fame in China into three periods,summarizes the factors affecting journalists’ fame,and analyzes the netfame of journalists in the light of social reality,in order to explore the reasons for mainstream media to cultivate "Internet celebrity journalists".The second chapter summarizes the strategy of mainstream media to cultivate "Internet celebrity journalists" through specific cases.The mainstream media launched a group of "Internet celebrity journalists" in the practice of Southern Famous Journalist Cultivation Project,MCN,and net red propaganda,and discussed the specific cultivation path based on four levels:setting up workshops,gathering cross-media communication power,producing Vlog news and incubating journalist IPs..The third chapter analyses the video news commentaries of two "Internet celebrity journalists",Wang Bingbing and Zhang Yang,on the Bilibili,and discusses the gradual accumulation,deepening and expansion of the communication effects of "Internet celebrity journalists" from three levels:cognition,attitude and behaviour,examining the Communication Effectiveness of "Netizen Journalists.On the basis of the previous study,Chapter 4 analysed the pitfalls that mainstream media may encounter in the process of cultivation,including the misconception that face value and flow are the most important,the crisis of professional identity faced by journalists,and the controversies brought to journalists and mainstream media by the rice-circle of fans of "Internet celebrity journalists".