Axiological Affiliation: Exploring the Discursive Identity Construction of New Media Editorial Staff in Contemporary China

China's new media industry is witnessing significant and ongoing growth, with new media practitioners playing a vital role within it. This study delves into the identity construction of three young new media editorial staff (NMES) through the lens of shared values. The results of semi-structured interviews with NMES were analyzed qualitatively using Nvivo 15, guided by the affiliation framework of Systemic Functional Linguistics. The findings reveal that the identity network of NMES is built upon value bonds formed through attitude-ideation couplings across three principal topics: industry characteristics, work deficiencies, and personal growth. Specifically, NMES often experience monotonous work, which appears to serve as a central identity bond. Such repetitive work, characterized by low entry barriers, leads to intense competition and high staff turnover in the new media industry. Despite their high value on personal growth, the monotony of work impedes their capacity enhancement. This is probably tied to the fact that they are in the early stages of their careers. These young, early-career professionals need to break free from the repetitive work, enhance skills to stay competitive, and thereby protect their professional identities.