Research On Self-presentation Of Elderly Web Celebrity Group On Douyin Platform In 2020

Population aging process is accelerating,directly leading to a significant increase in the proportion of the elderly population in the total population of the world.This makes the "mass",the applicable object of "mass media",also present an aging trend.With the advent of the era of mobile short video,due to the relatively low communication threshold,the elderly group abandoned by the Internet can also easily master the Internet products dominated by short video.With Douyin platform as the media tool,senior web celebrity makes the results meet their expectations by presenting themselves and expressing their personalities,and meets the needs of elderly users for self-expression and entertainment and social interaction.In combination with the development background of The Times and the review of relevant literature,the first and second chapters study the opportunity of the appearance of elderly web celebrity,the reasons that affect the choice of self-presentation of web celebrityerly,and analyze the characteristics of self-presentation.Under the background of the absence of online discourse,the deepening of the digital gap between generations and the feedback of culture in the post-metaphorical era,a new network group--the elderly web celebrity has been born.On the basis of the enabling of Douyin platform,it returns to the network and takes itself as the node to establish social synergies.With the intervention of the capital market and the operation of MCN,the role of the elderly web celebrity began to show alienation,with a certain commercial color.The third and fourth chapters through content analysis method,based on the theory of goff man’s self to present,from two aspects of symbol and behavior has to explore the older web celebrity how to utilize the trill platform,can present themselves to trill as sample platform,select number more than 100 w 35 senile web celebrity and in January 2020-September 2020 issued during 210 short video,message area comments as data sample,analyze the creation subject,video content and the way of performance.Last chapter,collect,sort out the 2016-2020,according to media reports on elderly red net through the mass media reports on the older web celebrity tendency side to reveal the influence of old net red group increased year by year at the same time also shows that the elderly from passive to active accept the enthusiasm of the resistance,breaking the previous media is shaped by the inherent image,restructuring the public perception.The elderly web celebrity group on Douyin present themselves with a new media image,either out of seeking recognition of self-worth,or out of catching up with pop culture,or out of pursuit of interpersonal communication,or out of pursuit of economic interests...It encourages them to engage in active media contact,and the types of self-presentation also show a diversified trend.With the rise of the elderly web celebrity market,the elderly group began to appear in the media reports as a positive,healthy and optimistic "new" image,which broke the previous prejudice,strengthened social identity,and aroused the public’s attention to the elderly group’s life state,intergenerational communication and other aspects.At the same time,they are no longer presented to the public as a "silent person".Elders’ opinion leaders exercise their right of speech on social platforms to safeguard group interests and highlight group values.