The interview centers around connotation and transmission of craftsmanship. The interviewee，Professor Lu Di from School of Journalism and Communication，Peking University，gives definition to craftsmanship in terms of individuality，technology，administration and the nation as a community of interest. He points out the origin of craftsmanship and analyzes its transmission and development in the context of the new media era. He holds that the new media era has provided possibility for innovation and improvement of craftsmanship although it may hinder this trend somehow for its information fragmentation and rapid transmission of massive network information. He puts forward approaches for shaping and transmitting craftsmanship and ways of realizing its individuality. The interview plays an active role in promoting professional ethics for individuals. It facilitates the sustainable growth of industries and generates vitality for national development. It is also an impetus to moral cultivation for its civilians.