Paper news reporter Yue Huairang
CCTV female reporter Wang BingbingThe past two years have continued to become popular and quickly became a phenomenon in the media industry. Not only in the industry, "Why Wang Bingbing became popular" has also become one of the hot topics in the academic circle. According to
public information, Wang Bingbing, a reporter from China Central Radio and Television, published an article on the official account of CCTV News on September 22, 2020 on the official account of Station B titled "Reporter Wang Bingbing: "Happy Grass", don't worry anymore Will be "bald"" in the Yellow River Basin ecological protection video, the sweet appearance and professional skills of the reporter Wang Bingbing shown in the video were successfully "captured" by netizens at station B. The video was played more than 5 million times on the first day. At the same time, it was listed on Weibo hot search, and the reporter Wang Bingbing who appeared on the scene was called "CCTV ratings password" by netizens.
澎湃News reporter noticed that the magazine "Southeast Communication" under the Fujian Radio and Television Group recently published a paper co-signed by Shanghai University doctoral supervisor Zhou Yuhao and Zhengzhou University School of Journalism and Communication graduate student Guo Ge ——"Analysis of the Transformation Path of Mainstream TV Media Journalists——Taking CCTV Reporter Wang Bingbing as an Example". The article specifically analyzes the actual path of CCTV news reporter Wang Bingbing becoming popular. The
article believes that, as a CCTV reporter, Wang Bingbing successfully "out of the circle" with the label CCTV news , realizing the perfect cross-media linkage. The reason why Wang Bingbing can stand out among many excellent CCTV female reporters is inseparable from her personalized reporting strategy. Different from the solemn and serious reporter image of CCTV in the past, Wang Bingbing reshaped the professional portrait according to the multi-dimensional needs of users, broke the barriers of stereotypes and , disenchanted the traditional professional identity of reporters, reshaped the cute news sense, and catered to the new media Aesthetic needs of platform users. In the environment of converging media, the reporter Wang Bingbing who appeared on the scene is no longer a single symbol, but a news bringer with personal subjective consciousness.
According to the analysis of the article, CCTV reporter Wang Bingbing’s successful outing of the circle has provided us with a possibility of youthful transformation of mainstream TV media journalists. It is the result of a combination of forces. After Wang Bingbing became popular, there are still many questions worth thinking about. The
article also believes that the successful transformation of the journalists on camera has brought considerable ratings data to the mainstream TV media, changed the previous single media image of users, and created an exciting communication effect. However, based on the transformation practice of reporter Wang Bingbing, what we cannot ignore is that in the process of transformation, the reporter also faces some problems: First, the upsurge of fan culture under the worship of beauty caused the news to be out of focus, and users paid attention to it. Second, the new platform’s highly interactive real-time barrage dispels the seriousness of news, and users gradually become appendages of entertainment; third, the private topics of journalists appearing on camera occupy the space of public discourse, and the meaning of rational dialogue no longer exists .
Returning to the perspective of the industry, the above article concludes: The transformation of journalists on camera is not accomplished overnight, and there are still some hurdles to overcome. We should clearly realize that mainstream TV media, while making use of the fan resource bonus of journalists on camera to build brand IP, must also require themselves and journalists on camera to stick to the morality and bottom line of the media and give full play to the social functions of the media.
First of all, the TV media must strictly control to prevent the fan circle culture from infiltrating into the mainstream media, and not allow appearanceism to dispel the seriousness of news issues; create a rational public discourse space, lead users to think rationally, and return to the essence of news. Secondly, journalists who appear on the screen adhere to a positive value orientation, actively guide public opinion, and cannot blindly follow the trend to cater to user needs; make psychological adjustments, treat fame and fortune rationally, and adhere to journalistic professionalism.
The Paper reporter also noticed that since Wang Bingbing became popular, there have been many research papers on her.
According to the information provided by China National Knowledge Network , the 11th issue of "Caishubian" in 2021 "The Image Construction and Communication of "Internet Celebrity Journalists" from the Media Perspective——Taking CMG CCTV reporter Wang Bingbing as an example". The author Fan Yuchao (School of New Media Art, Xi'an Polytechnic University) pointed out that as an important dimension of news reporting in the era of media integration, journalists' professionalism, cultural accomplishment and personal style have a profound potential impact on the effectiveness of communication. The article is based on the communication paradigm of Internet celebrity reporter Wang BingbingThe starting point is to explore how the traditional mainstream media can better guide the new model of news dissemination in the aspect of building Internet celebrity journalists from the media perspective.
"Audio-Visual" Issue 9, 2021, "Analysis of the Causes and Influences of Traditional Media Journalists' Internet Celebrity Phenomenon——A Case Study of CCTV Reporter Wang Bingbing's Popularity". The author Zhao Xiaoyu (School of Journalism, Chongqing University) pointed out: In order to achieve transformation and upgrading, traditional media try to turn journalists who appear on camera in the traditional sense into internet celebrity journalists. This article analyzes the reasons why the central media, represented by China Central Radio and Television, actively build journalists' Internet celebrities, including traditional media catering to the trend of consumer society, learning from the transformation of self-media under the influence of the law of imitation, and using ideology to appeal to the audience's subjectivity, etc. .
"Southeast Communication" Issue 7, 2021, "The Transformation of the Media Image of Mainstream Media Reporters under the Background of Media Convergence——Taking CCTV Reporter Wang Bingbing's Popularity in Bilibili as an Example". Authors Guo Xiaoxue and Zeng Shuyu (, School of Communication, Fujian Normal University, ) pointed out that Wang Bingbing’s popularity is the result of the combination of his own advantages, the support of mainstream media and network platforms, and the active communication of audiences. It is the result of CCTV’s exploration of youthful expression. In the process, CCTV combined the unique advantages of traditional media to fully explore the media usage habits of young audiences, which provided a reference strategy for other mainstream media in the innovation of content dissemination.
The 11th issue of "News Culture Construction" in 2021 "Improvement of Comprehensive Quality of First-line Journalists in the New Media Era——Taking CCTV Reporter Wang Bingbing's Popularity as an Example". Authors Ji Lulu (Shandong Radio and Television Station) and Zhang Xijie (Shandong Provincial Journalists Association ) pointed out: Although Wang Bingbing’s popularity phenomenon has the same great chance and image advantages as Kangba Manzi Ding Zhen , but as an on-camera reporter, his professional ability is also an important aspect. This article takes Wang Bingbing's popularity as an example to discuss the improvement of the comprehensive quality of front-line on-camera reporters in the new media era.
"Media Review" Issue 5, 2021, "Analysis of the Creation of Traditional Media "Internet Celebrity Reporters" in the New Media Era——Taking CCTV News Reporter Wang Bingbing as an Example". Authors Shi Yuting and Huang Minggang (School of International Cultural Communication, Zhejiang Institute of Communication) pointed out: From a practical point of view, the current Internet celebrities can be roughly divided into "relief Internet celebrities" on major live broadcast platforms, and "relief Internet celebrities" who focus on high-quality content sharing. Confused internet celebrities". Internet celebrity journalists, as a group of journalists who are attached to the Internet technology platform, gain a lot of attention, and have media professionalism, may be a new path for media professional talent brand building in the future media integration and development.
Responsible editor: Jiang Chenrui
