I think he will only assume his Clark Kent newspaper reporter identity at the very end of the film. The way I see it, in this film, Smallville Clark is his true identity, Superman is his job, and news reporter Kent is his disguise. Especially when it's true that Lois knows his identity by the end of the film. Then he only needs reporter Kent to fool the rest of his colleagues.
That is how I see it too. I like how Smallville approached it and having Lois know that Clark is Superman.