A Research On Jouralists' Serical Roles In Social Media

In the year of 2009, when micro-blog firstly entered the market of the mainlandof China, journalists of traditional media became pioneers who first tried to use it.During the second half of 2010,When micro-blog became popular in the mainland ofChina, None of the journalists could neglect the fact that micro-blog had deeplyaffected their work and social life. Micro-blog turned to be the most important newmedia tool to journalists in less than one year. On the platform of micro-blog, becauseof the characteristics of journalist and the effect of objective conditions, the group ofjournalists show varieties of social roles and make positive impact to the developmentand progress of the society.Basing on the theories of "self-presentation", "communication theory of identity"and "theory of social roles", this dissertation focuses on the social roles of journalistsin social media. The author describes the custom when journalists use micro-blog andtheir cognitive to micro-blog by handing out 100 copies of questionnaires tojournalists of local media in Shanghai. In this dissertation, the author firstly describesthe special behaviors when journalists using micro-blog by sampling from real-nameregistration journalists who use Sina micro-blog and doing content analysis. Thenthrough explaining why the rapid development of social media can make remarkableinfluence to journalists of traditional media and comparing the rules the media ofChina and the west world promulgating to manage their staff, the author gives theoutside conditions where journalists use social media, that is, the objective conditionswhich shape the journalists' different social roles. The last part bases on all researchabove, and through combining the cases and theories explains the social roles ofjournalists in social media from five aspects and the social responsibilities they showin the process. Through this dissertation, the author hopes to offer some points ofview to the journalists on using micro-blog and carrying out their socialresponsibilities.