| With the sinking of the mobile Internet and the growth of the aging population,the number and time of the aging population accessing the Internet continue to rise,becoming the new human in the Internet.The short video platform of mobile terminal represented by douyin has the characteristics of entertainment,creation threshold and so on,giving many elderly people a stage to show themselves.Some seniors have become mobile short-video Internet sensations with the help of themselves,their young children or the MCN.From ordinary old users to special old web celebrity,the birth of old web celebrity needs to constantly learn new technologies and new methods of content operation of young groups,so as to gain wide popularity and influence on the douyin short video platform dominated by young groups.This actually reflects the "post-meade culture" era mentioned by mead,in which the elderly group needs to learn from the younger group constantly,so as not to fall behind The Times and make a second life.Based on the above background,the research object of this report is the elderly web celebrity population of douyin short video.After combing the existing literature related to short videos,web celebrity and post-figurative culture,this paper mainly USES the method of combining online field observation and interview to analyze this special elderly group.The analysis includes the characteristics and problems of their main image building,content production presentation,audience psychology and commercialization.Finally,it is concluded that the aged web celebrity as a typical representative of the special elderly group,how to be shaped by the young group in the post-figurative cultural background,and further improve the communication strategy and commercial means of the aged web celebrity.Finally,the report found that: first,the web celebrity group of douyin old people took into account the needs of the young group in the shaping of the main image,adopted the friendly common name,and emphasized the age identity characteristics in the introduction of douyin sign.Second,in the content operation process of douyin old web celebrity group,there are obvious traces of planning for the young group behind,and the shooting content will be constantly adjusted according to the needs of the young group.Thirdly,the audience of douyin elderly web celebrity group pays more attention to the elderly web celebrity because the elderly web celebrity group delivers more contents concerned by the young group and values advocated.Fourth,the Internet business realization means used in the commercialization of douyin old web celebrity all need continuous learning,and combine with their own people to establish a reasonable business model.At the same time,the author finds that web celebrity,as a special group of elderly people,must adopt a popular way to convey the content and value orientation of the young group,rather than the culture of the age,if it wants to gain the right to speak on the Internet platform where douyin and other young groups gather.Therefore,in douyin old web celebrity,to some extent,reflects the cultural picture of "the passing of old age".The elderly web celebrity group,as a special elderly group,also faces many problems in the development process of the age of co-metaphor culture,which is specifically reflected in the following aspects: the health status of the elderly web celebrity subject is easily affected,the design of people is easy to shape but difficult to break through,the lack of overall image design,etc.In terms of the content,the shooting scene is single,the shooting content is family,the threshold is low,and it is easy to be imitated and lead to homogenization.In the aspect of commercialization,there is a problem that does not conform to the old web celebrity's own design and the audience recognition is not high.,therefore,the report also spread from the main image shaping,content production strategies,audience psychology,calm and reasonable commercial means to trill as representative's short video older web celebrity development research suggests that power short video older web development in the future to avoid some common problems in the process of,realize their own long-term development. |
