"Use And Gratification" Research On Elderly Audience Of Television

The rapid popularization and development of television, has had a profoundimpact on all aspects of economy, society, culture, life. Regardless of different gender,age, consumer culture, people can become the television media’s consumers withoutany difficulties.With the our country gradually with the proportion of the senior increasinggradually in our society, their increasing provides a large number of consumers fortelevision media. In order to better adapt to the impact of aging, promote theconstruction of active aging society, provide fun for the old’s lives, improve thequality of their mental life, we need the old favorite media play a role, of course thisfor TV media provides an chance. Is that how to develop and utilize the elderlymarket, make old people’s favorite programs loyal users turn them into TV programs.The television media reach this goal. Research on the situation of the elderly TVcontact is necessary, which can help with the understanding of the elderly to TVmedia’s attitude and intention. Thereby, allowing the media to find the elderly moreactive and willing to spend more time using the TV media strategy.At present, studies on the older age groups and the media are mostly from theangle of dissemination, namely, to study the elderly audience from the maintransmission angle characteristics and requirement. In this paper, the author useduses’ and gratification’ theory as framework, and questionnaire method, the interviewmethod, investigation and analysis will be applied. Due to the elderly audiences’composition, different families with different education background and physicalquality, the author studies their motivation, satisfaction and effects on TV. Theimprovement measures sums up the TV media and provide a reference suggestionsfor TV programs.By using of TV media, the old’s demand for access to information,entertainment, and convenient living needs, requirement for knowledge, requirementsof spending time meaningfully are met in different degrees. But some requirements, such as interactive program requirements and for commercial advertising demand,cannot be satisfied completely. In addition to the news, the elder health programs andmovies are generally keen, spend more time, the deeper they influence, such as healthprogram content in the influence character by environment affects the habit of dietand behavior of the elderly. In addition the elderly to talk comments and scienceeducation category shows a low degree of concern, only a small number of olderpeople with the interest with their cultural level and gender has correlation.How to satisfy the old’s requirements of rich and colorful TV show? Thisrequires the TV media adopt rich program types, such as setting up special oldchannel and other measures, to meet the individual needs of the elderly. Only bydoing these, TV media can enrich their spiritual field at the same time and make acontribution to society and active aging process.