| Since the second half of 2019,the phenomenon of elderly web celebrity,characterized by a sense of contrast and a youthful state,attracted social attention.there is a group of old people use short video produced a reflect individual initiative,autonomy situation short video landscape,It is mainly manifested in the creation of petty bourgeoisie life style,the creation of fashionable people,catering to youth nostalgia and aesthetic orientation,etc.It is closely connected with the youth network culture and consumption culture,and constructs the media spectacle of the elderly web celebrity with rich connotations.Through the symbols of health,happiness and family love,It conveys the elderly's positive concept,pursuit of self-value and exquisite life style;It also reflects the transformation of the identity of the elderly who are marginalized in the online world: from "seeing" to "being seen",from "unknown" to "silver web celebrity".This rich connotation of the elderly web celebrity phenomenon is worthy of in-depth discussion.The presence of the old web celebrity media spectacle is the result of a variety of factors,first the ubiquitous "show" culture and the expansion of the aging population scale is social factors;Second,the middle-aged willing to embrace digital aged society who have entertainment needs,In addition,it is also influenced by the aesthetic preferences of young audiences and the popularity of perceptual consumption patterns.From the perspective of media spectacle,consumer culture and other theories,it is found that the media spectacle of the elderly contains three levels of significance.First,it accrue to the national positive view of the aged,gives the elderly status and social attention,and constructs the discourse space of the elderly.Second,the elderly spread the lifestyle of the contemporary elderly through their web celebrity identity,and create a unique cultural style belonging to the elderly.Third,it not only enriches the development of web celebrity economy,but also activates the human capital of the elderly group.The emergence of this media spectacle plays a positive role in giving full play to the social value of the elderly group,promoting the formation of the social cognition that "the elderly are wealth" and creating a cultural atmosphere of respecting,respecting and filial piety to the elderly.However,The old web celebrity media spectacle is incubated in the context of excessive show culture and capital logic,with commercialization and pseudo-authenticity,It interweaves with the contradictions of the creative subject's self-expression and alienation of personality,the concealment of reality by spectacle and the "digital labor" of "carnival" consumption.Therefore,the government should guide the healthy development of the elderly web celebrity media spectacle,and provide public services and supervision for the digital integration of the elderly.Enterprises and platforms also need to enhance their sense of social responsibility and provide support in various aspects such as resource preference.Elderly creators themselves need to improve the fineness and depth of content and optimize the quality of content.Thus,the construction of an "aging appropriate" society is promoted to better meet the needs of the elderly for leisure and entertainment as well as to realize the dual value of self and society. |
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