Assimilation, Appropriation, and Exit: Role Negotiation of New Media Professionals in China

ABSTRACT

Data for this study were collected by interviewing full-time media professionals who worked for an online lifestyle channel of a private media company in China. Role conflicts these professionals faced during the transition from traditional journalism to new media were explored.  Results indicated that the media professionals were experiencing role discrepancies related to their professional ideals and practice. To mitigate such role conflicts, the professionals adopted assimilation, appropriation, and exit as three main role negotiation strategies. Theoretical and practical implications were discussed.

Disclosure Statement

No potential conflict of interest was reported by the author(s).

Notes

¹ The full name of the company has been changed to Acme Video due to confidentiality and anonymity considerations.

Additional information

Notes on contributors

Cui Zhang Meadows

Cui Zhang Meadows (Ph.D., University of Alabama) is an Assistant Professor at the School of Communication, East Carolina University. Her research focuses on crisis communication and social media.

Yan Yan

Yan Yan (Ph.D., University of Alabama) is an Associate Professor at the School of Journalism and Communication, Renmin University of China. Her research interest includes crisis communication, new media and media effect.

Sanxiao Huang

Sanxiao Huang is a master student at the School of Journalism and Communication, Renmin University of China. Her research interest includes media psychology, cultural psychology and media effect.

Yi Ding

Yi Ding, is a media operations manager at the Youku information technology (Beijing) co., Ltd.