伴随着互联网的迭代、社交媒体的发展和生成式AI等先进技术在媒体中的应用，传统的媒体格局被彻底打破，作为广播电视媒体边缘存在的教育电视台生存境遇尤为困难。笔者基于自己多年的媒体从业经验和内部视角，从职业认同的角度出发，探讨教育电视台媒体从业者职业认同及其影响因素等内容，为媒介研究者和教育电视台及相似媒体的管理者提供参考。研究采用问卷调查法与深度访谈法。通过量化研究的方法研究探讨了教育电视台媒体从业者职业认同状况及其影响因素。第一，职业认同状况描述。教育电视台媒体从业者职业认同处于中等水平，所得职业认同总体得分均值为3.396，稍大于理论中位数3。其中，从业者的职业行为认同最高，得分均值为3.98；职业认知认同和职业情感认同相对较低，得分均值分别为3.01和3.26；教育电视台媒体从业者的职业行为认同度要大于职业认知和情感认同度。第二，职业认同影响因素分析。教育电视台媒体从业者的职业认同受到年龄、受教育程度和收入水平等人口统计学因素的影响；年龄越大、收入水平越高的从业者，职业认同度越高；相比其他学历的从业者，占教育电视台大多数的本科学历媒体从业者职业认同度更高；性别、工作岗位、专业背景、工作年限、人事关系、媒体层级等因素与从业者的职业认同无显著关系。自我效能、职业价值观、组织运行机制、社会认同因素均对职业认同产生正向显著影响，且职业价值观因素在组织运行机制和社会认同对职业认同的作用机制中都起到中介作用、自我效能因素在组织运行机制和职业认同的作用机制中也起到中介作用，教育电视台媒体从业者的职业认同受到个人、组织和社会等各维度因素的影响。通过质化研究的方法研究补充说明了影响教育电视台媒体从业者职业认同的因素和机制，并进一步指出从业者面临的职业认同危机。研究发现：在从业者的角色定位方面，受双线管理体制等因素的影响，教育电视台定位不清晰，从业者经常会陷入自身是教育工作者还是媒体工作者、宣传者还是观察参与者、经营者还是公益者等诸多角色冲突的迷茫状态，这种状态一定程度上影响从业者的职业归属感；在组织管理方面，相较于综合性广播电视媒体，教育电视台行政色彩较浓，一些体制上的障碍很难突破，对于从业者的职业心态和职业价值衡量都产生了不利的影响，不少从业者在当下媒介环境下逐渐转变为“稳定的平庸者”，失去对媒体工作的想象力。近年来，伴随着媒介技术的进步和媒体深度融合的不断发展，教育电视台在媒体矩阵中处于掉队的状态，从业者的从业心态和工作积极性均受到不同程度的影响，产生职业认同的危机。针对教育电视台媒体从业者职业认同的现状、影响因素及职业认同的危机，本研究分别从主管部门、教育电视台组织和从业者个人等三个层面提出建议：首先，从顶层设计上要进一步理顺教育行政部门和广电行政部门对教育电视台的管理关系，准确定位教育电视台职能；其次，从组织制度方面加大改革力度，充分调动从业人员的积极性和创造性，从而实现“认同的力量”；再次，从微观层面，从业者要跟上媒介技术演进的步伐，提升全媒体技能，在工作实践中不断增强职业认同，真正实现以媒体为“志业”。研究尚有不足之处，但上述发现和建议或为教育电视台的良性发展增添一份力量。

With the proliferation of the Internet, the rise of social media, and the integration of advanced technologies such as generative AI into the media industry, the conventional media environment has been thoroughly disrupted. Consequently, educational television stations, operating on the periphery of broadcast and television media, face particularly formidable challenges. Drawing on extensive media experience and insider insights, the author undertakes an exploration of the professional identity and its influencing factors among media professionals working in educational TV stations from a professional identity perspective. This endeavor aims to offer valuable insights for media researchers and managers of educational TV stations, as well as similar media entities.The study employs the questionnaire survey method and in-depth interview method to investigate the professional identity status of media practitioners in educational television stations and the factors that influence it. Using quantitative research methods, the study examines the level of professional identity among these practitioners. Firstly, the study describes the professional identity status. Overall, the professional identity of media practitioners in educational television stations is rated at a medium level, with a mean score of 3.396, slightly higher than the theoretical median of 3. Among the dimensions of professional identity, occupational behavioral identity receives the highest score, with a mean score of 3.98. On the other hand, occupational cognitive identity and occupational emotional identity receive relatively lower scores, with mean scores of 3.01 and 3.26 respectively. This indicates that the occupational behavioral identity of educational television media practitioners is stronger compared to occupational cognitive and emotional identity.Secondly, the study analyzes the factors that influence professional identity. The occupational identity of media practitioners in educational TV stations is influenced by demographic factors such as age, education level, and income level. Specifically, older practitioners and those with higher income levels tend to have a higher occupational identity. Media practitioners with a bachelor's degree, who constitute the majority of the practitioners in educational TV stations, also exhibit a higher degree of occupational identity compared to those with other education levels. Conversely, factors such as gender, job position, professional background, years of working experience, personnel relationships，and media hierarchy do not show a significant relationship with practitioners' occupational identity. Additionally, the occupational behavioral identity of the practitioners surpasses their occupational cognitive and emotional identity. Overall, gender, job position, professional background, years of working experience, personnel relationships, and other factors do not exhibit a significant relationship with the career identity of media practitioners. Please note that the above information is provided based on the study's findings and may not be applicable universally without considering specific contexts or further research..Self-efficacy, occupational values, organizational mechanisms, and social identity factors all have a positive and significant effect on occupational identity. Occupational values play a mediating role in both organizational mechanisms and social identity on occupational identity. Self-efficacy also plays a mediating role in organizational mechanisms and occupational identity on occupational identity. The occupational identities of media practitioners in Educational Television are influenced by individual, organizational and social dimensions. The qualitative research method was used to supplement the factors and mechanisms affecting the professional identity of ETV media practitioners, and to further point out the professional identity crisis faced by the practitioners. The study found that: In terms of practitioners' role orientation, affected by the two-line management system and other factors, the positioning of educational television stations is unclear, and practitioners are often caught in a state of confusion about whether they are educators or media workers, propagandists or observation participants, operators or public service providers, and so on, which affects to a certain extent the practitioners' sense of belonging to the profession. In terms of organization and management, compared to comprehensive broadcasting and television media, educational television stations are not as well organized and are not as well known as other media. The administrative color of educational television stations is thicker, and it is difficult to break through some institutional barriers, which has a negative impact on the practitioners' professional mentality and measurement of professional value. Many practitioners are gradually transformed into "stable mediocrities" in the current media environment, and they lose their imagination for media work. In recent years, along with the progress of media technology and the continuous development of deep media integration, educational TV stations are in a state of lagging behind in the media matrix, and the practitioners' mentality and motivation have been affected to different degrees, resulting in a crisis of professional identity.In view of the status quo, influencing factors and the crisis of professional identity of media practitioners in educational TV stations, this study puts forward suggestions at three levels: Firstly, from the top-level design, we need to further rationalize the management relationship between the administrative departments of education and radio and television, and accurately locate the functions of the educational TV stations. Secondly, from the aspect of the organizational system, we should increase the reform efforts to fully mobilize the enthusiasm and creativity of the practitioners, so as to realize the "power of identity".  Thirdly, from the micro level, the practitioners should keep up with the pace of the evolution of media technology, improve the skills of all-media, and continuously enhance the professional identity in the practice of their work, so as to realize that the media is their "career". The study is not yet complete, but the above findings and suggestions may add strength to the healthy development of educational TV stations.