Research On The Media Image Of The Elderly

Under the background of aging,with the continuous popularization and upgrading of digital technology,information dissemination tends to be digital,intelligent and networked.Digital information has become the mainstream of information society,and various new media have been rising.The interweaving of the two trends of digitalization and aging has changed and shaped the aging society to a certain extent,which puts forward new challenges and opportunities for the active response to the aging of the population,as well as new topics for sociological research.This study will comprehensively use the theories and methods related to sociology and news communication,and adopt the content analysis method to analyze the news reports on the elderly of Sina News from March 2006 to August 2019(13 years and 6 months),and carry out a comprehensive study on the media image of the elderly,in order to respond to the intertwined reality of these two trends,build an environment-friendly society for the elderly and actively respond to the aging of the population Provide relevant knowledge.It is found that news reports of the elderly have corresponding characteristics in three aspects: reporting framework,reporting object attribute and reporting content index.In terms of reporting framework,the number of reports generally shows the characteristics of insufficient share,and the explosive growth after rising steadily then plummets.The trend of“short and miniaturization” is obvious.On the source of the report,the elitism became loose,and experts and passers-by kept pace.News and communication have always been the largest and steadily rising in the reporting genre,while other genres have been shrinking.The form of report changed from single plane to comprehensive three-dimensional.In terms of the attributes of the reporting objects: men are always outstanding,while women are growing slowly in the process of change.The aging report is obvious,and the development trend is gradually gentle.The number of old people in cities and towns is mainly,the number of them in the East,the middle and the west is decreasing in turn,and most of them are reported in the whole country.Before retirement,most of them were ordinary old people.The physical image is not healthy,the psychological image is positive,and the social image is depolarized.In terms of content indicators: the proportion of supporting actors has declined,and the leadingrole type reports have increased.The report focuses on material life.The theme of the report is the mainstream of the society,showing diversified development.The tendency of report is more negative than positive,and the trend of objective report is obvious.On this basis,the status quo of the media image of the elderly mainly has the following characteristics: the media image of the elderly group is “more old and weak”;the coverage of the female elderly is insufficient and the image is more negative;the coverage of the rural elderly is insufficient and the image is more negative.At the same time,the analysis and summary of the typical image of the elderly are as follows: the vulnerable and useless elderly account for the majority,mainly divided into four types: being cared for and rescued,economic weakness,family burden,being cheated;the report of the elderly living alone alone and illegal crime accounts for more.This study also explains the negative and negative media image reports of the elderly from macro factors,and makes corresponding countermeasures for this problem.Specifically,the influencing factors of the media image of the elderly are mainly divided into four parts:actively coping with the weak foundation of the aging population,the erosion of the media commercialization and the lack of professional literacy,the “Symbolization” in the consumer society,and the influence of the public opinion atmosphere.According to the above analysis results,this study aims to manage the media image of the elderly from the aspects of strengthening the foundation of actively coping with the aging population,improving the media literacy of media practitioners,improving the media literacy of the public,and guiding the elderly to change themselves.