The Paper's reporter Yue Huairang
CCTV female reporter Wang Bingbing has continued to become popular in the past two years and has quickly become a phenomenon-level figure in the media industry. Not only in the industry, "why Wang Bingbing became popular" has also become one of the hot topics of academic attention.
According to public information, Wang Bingbing, a reporter of the Central Radio and Television Corporation, on September 22, 2020, CCTV News released an article titled "General Station Reporter Wang Bingbing: "Happy Grass", No Longer Have to Worry About "Balding"" On the official account of the B Station, the sweet appearance and professional skills shown by the reporter Wang Bingbing in the video were successfully "captured" by the B station netizens, the first day of the video was played more than 5 million, and related topics were also on weibo hot search. Wang Bingbing, a reporter who appeared on camera, was called "CCTV rating password" by netizens.
The surging news reporter noted that the journal "Southeast Communication" magazine of Fujian Radio and Television Group recently published a paper jointly signed by Zhou Yuhao, doctoral supervisor of Shanghai University, and Guo Ge, graduate student of the School of Journalism and Communication of Zhengzhou University - "Analysis of the Transformation Path of Mainstream Television Media Reporters - Taking CCTV Reporter Wang Bingbing as an Example". The article specifically analyzes the actual path of CCTV news reporter Wang Bingbing's popularity.
The article believes that as a CCTV reporter, Wang Bingbing successfully "went out of the circle" with the CCTV news label and realized the perfect linkage across the media. 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 journalist image of CCTV in the past, Wang Bingbing reshaped the professional portrait according to the multi-dimensional needs of users, broke the barrier of stereotypes, de-charmed the traditional journalist's professional identity, reshaped the cute news sense, and catered to the aesthetic needs of new media platform users. In the environment of melting media, wang Bingbing, a journalist who appears on camera, is no longer a single symbol, but a news entrant with personal subjective consciousness.
Article analysis, CCTV reporter Wang Bingbing's successful exit from the circle provides us with a possibility for the mainstream television media to appear in the young transformation of journalists, but it is undeniable that the reason why Wang Bingbing can break into the young group is not because of his own strength but the result of a variety of joint forces. After Wang Bingbing became popular, there are still many questions worth thinking about.
The article also believes that the successful transformation of the reporters on camera has brought considerable viewership data to the mainstream television media, changed the user's previous image of a single medium, and created an exciting communication effect. However, based on the transformation practice of the reporter Wang Bingbing, we cannot ignore that in the process of the transformation of the reporter on camera, we are also facing some problems: first, the fan culture boom under the worship of appearance has caused the news to lose focus and the user's attention has shifted; second, the new platform's highly interactive real-time barrage has dissolved the seriousness of the news, and users have gradually become vassals of entertainment; third, the private topics of the reporters appearing in the camera have squeezed out the public discourse space, and the meaning of rational dialogue no longer exists.
Returning to the perspective of the industry, the above article summarizes: the transformation of journalists on camera is not achieved overnight, and there are still some bumps that need to be crossed. We should clearly understand that while mainstream television media use the dividends of journalists' fan resources to build brand IP, they must also require themselves and journalists to adhere to the ethics and bottom line of the media and give full play to the social function of the media.
First of all, the TELEVISION media should strictly control the infiltration of the rice circle culture into the mainstream media, and cannot let the value of appearanceism dissolve the seriousness of news issues; create a rational public discourse space, lead users to think rationally, and return to the essence of news. Secondly, the reporters who appear on camera adhere to the positive value orientation, actively guide public opinion, and cannot blindly follow the trend in order to meet the needs of users; do a good job of psychological adjustment, rationally look at fame and fortune, and adhere to journalistic professionalism.
The surging news reporter also noted that after Wang Bingbing became popular, there have been many research papers on her.
According to the information provided by CNKI, the 11th issue of the 2021 issue of the Editorial Board of China is "The Image Construction and Dissemination of "Internet Red Journalists" from the Perspective of the Media: Taking CMG CCTV Reporter Wang Bingbing as an Example". The author Fan Yuchao (School of New Media Art, Xi'an Polytechnic University) proposed that as an important dimension in the news reporting of the media era, journalists' professionalism, cultural literacy and personal style have a profound potential impact on the effectiveness of communication. The article takes the communication paradigm of Internet celebrity journalist Wang Bingbing as the starting point, and explores how the traditional mainstream media can better guide the new model of news dissemination in creating Internet celebrity journalists from the perspective of the media.
The 9th issue of Audiovisual in 2021 was "Analysis of the Causes and Effects of the Phenomenon of Traditional Media Journalists' Internet Celebritization: A Case Study of CCTV Reporter Wang Bingbing's Popularity". The author Zhao Xiaoyu (School of Journalism, Chongqing University) proposed that in order to achieve transformation and upgrading, traditional media try to build journalists who appear in the traditional sense into Internet celebrities. This article analyzes the reasons why the central media represented by the Central Radio and Television Corporation actively create journalists and internet celebrities, including traditional media catering to consumer social trends, borrowing from the transformation of self-media under the influence of imitation law, and using ideology to inquire about audience subjectivity.
The 7th issue of Southeast Communication in 2021 was "The Transformation of the Media Image of Mainstream Media Journalists under the Background of Media Integration: Taking the Popularity of CCTV Reporter Wang Bingbing in Bilibili as an Example". The authors Guo Xiaoxue and Zeng Shuyu (School of Communication, Fujian Normal University) proposed that Wang Bingbing's popularity is the result of the combination of exerting his own advantages, mainstream media and network platform support, and audience active communication, and is the result of CCTV's exploration of youthful expression. In this process, CCTV combines the unique advantages of traditional media to fully tap the media use habits of young audiences, which provides a reference strategy for other mainstream media in the innovation of content dissemination.
The 11th issue of "News Culture Construction" in 2021 published an article entitled "Comprehensive Literacy Improvement of Front-line Journalists Appearing in the New Media Era- Taking the Phenomenon of CCTV Reporter Wang Bingbing's Popularity as an Example". The author Ji Lulu (Shandong Radio and Television Station) and Zhang Xijie (Shandong Provincial Journalists Association) proposed: Although Wang Bingbing's explosion phenomenon has great accidentality and image advantages like Kham Hanzi Ding Zhen, as a journalist on camera, his own business ability is also an important aspect.
The 5th issue of "Media Review" in 2021 was "A Brief Analysis of the Creation of Traditional Media "Internet Red Journalists" in the New Media Era: Taking CCTV News Reporter Wang Bingbing as an Example". The authors Shi Yuting and Huang Minggang (School of International Culture and Communication of Zhejiang University of Communication) proposed: From a realistic point of view, the current Internet celebrities can be roughly divided into "depressing Internet celebrities" on major live broadcast platforms, and "puzzle Internet celebrities" based on high-quality content sharing. As a group of journalists who are attached to the Internet technology platform, receive a lot of attention, and have media professionalism, internet celebrity journalists may be a new path for branding media professionals in the future development of media integration.
Source: The Paper