Professional identity among faculty members in private higher education institutions plays a vital role in shaping the quality and sustainability of these institutions. This research aims to investigate the factors influencing the professional identity of teachers in Chengdu's private higher education institutions. The study employs a theoretical framework centered on "identification" with behavior intention, behavior attitude, and sense of belonging as fundamental dimensions. Data were collected through questionnaire surveys and analyzed using SPSS 23.0. The study hypothesizes that behavior intention, behavior attitude, and sense of belonging have a significant positive impact on professional identity among faculty members. Additionally, behavior attitude, subjective norms, and perceived behavioral control are expected to have a significant positive influence on behavior intention, and subjective norms and perceived usefulness may positively affect sense of belonging. The results are expected to provide valuable insights for enhancing the professional satisfaction and educational quality of faculty in private higher education institutions.

The purpose of the work is to study the transformation processes of constructing professional identity under the influence of new information technologies and to consider the evolution of views on the processes of scientific and practical understanding of new media resources in the context of the development of convergent journalism as a phenomenon of the modern information society. It was established based on the conducted research that the values and beliefs of journalists, reflecting the process of professional self-identification, are forming in the process of choosing certain options among a variety of alternatives and transforming further under the current conditions of the information and communication environment. In the process of the study, the article identifies the features, content, and main trends in the transformational processes of professional identity and professional culture of journalists in the context of technological changes in the media industry. The dynamics of the development of media convergence are shown from the point of view of the mutual influence of traditional and new media and the tendency of improving their technological and dialogue features and capabilities in content creation and broadcasting. An assessment is made of the degree of adaptation of regional media to modern conditions of the information and communication environment in the context of organizational, professional, and communicative convergence.