The Virtual Human Technology Adoption and Professional Adaptation of Chinese Local News Anchors

Abstract

This study examines the adoption of AI-driven virtual human technology among local news anchors in China and their strategies for career adaptation. As virtual human anchors become increasingly prevalent, traditional news anchors encounter challenges in preserving their professional identity while adapting to technological advancements. A qualitative research design was employed to investigate the attitudes, adoption behaviors, and career adaptation strategies of 30 Chinese news anchors. Data were collected through interviews, observations, and document analysis, guided by professional identity theory. Interviews examined their professional background, perceptions of virtual human anchors, identity formation, and emotional responses. The study reveals that news anchors redefine their roles by emphasizing their strengths in in-depth reporting and emotional communication. While some feel threatened by virtual human technology, others regard it as an opportunity to enhance their professional value. Job satisfaction fluctuates due to increased competition, yet most anchors believe their unique skills remain essential. Changes in information consumption during the digital era impact career honor, prompting anchors to upskill and differentiate themselves. The future of news anchoring requires interdisciplinary knowledge and innovation. Anchors must leverage their unique skills while adapting to AI-driven changes. This study provides insights into professional adaptation strategies and offers a framework for media organizations integrating virtual human technology.