从“网红记者”到“长红记者”IP形象路径研究
Research on the Path of IP Image from “Internet Celebrity Reporter” to “Long Known Reporter”

随着新媒体技术的发展，短视频以迅雷不及掩耳之势改变了公众的阅读习惯以及传播方式，从内容的被动接受者变为主动生产者，在其中，传统记者顺势而为，开启了“网红记者”IP形象的建构。央视记者王冰冰从成名到“翻车”仅历时三年，并在转型“网红记者”的过程中，也引发了冲击新闻权威性、记者成名想象的破碎以及丧失用户信任等一系列问题。因此，加强记者专业素养、精耕深度性报道、坚守新闻专业主义始终是传统媒体掌握收视密码的关键钥匙；未来，如何把“网红记者”打造成“长红记者”将成为传统媒体行业的破竹之路。
With the development of new media technology, short videos have swiftly changed the public’s reading habits and communication methods, from passive recipients of content to active producers, in which traditional journalists follow the trend and open up the construction of the IP image of “internet celebrity reporter”. CCTV reporter Bingbing Wang took only three years to become famous and “roll over” and in the process of transforming into an “internet celebrity reporter”, a series of problems, such as the impact on the authority of the news, the shattering of the reporter’s imagination of fame and the loss of user trust, were also triggered. Therefore, strengthening the professionalism of journalists, plowing in-depth reports and adhering to news professionalism are always the key to traditional media to master the rating code; in the future, how to make “internet celebrity reporter” into “long red reporter” will become the road to break the traditional media industry!