Abstract: In an era of “Internet+”, new media narrators display some different discursive features, among which the construction of pragmatic identities is an eye-catching aspect. By taking a qualitative analysis and a quantitative study of the Sina microblog articles on the issue of “China-India border dispute” from June to August, 2017, it is found that in the narrative communication, new media narrators construct various pragmatic identities, namely as news-story tellers, comments makers, public opinion guides, and information deliverers. The pragmatic identities are diverse, and the construction of them is dynamic and strategic. In order to satisfy the communication needs and make the current communication successful, new media narrators construct different kinds of pragmatic identities to adapt to the institutional context of the new media narrative, the current social context and the mental context of the new media receivers.