The Study Of Problems In The Communication Process Of "The Elderly Among Network Stars"

With the rapid development of new media technology,more and more elderly groups are gradually trying to adapt to and integrate into the network and new media,so as to enrich their spiritual world.The old age of tiktok has shown a positive and healthy state of the elderly,which has provided young creative creators with novel creative ideas,improved the homogeneous and impetuous creation environment,and eliminated the stereotypes created by the media,thus promoting the development of the elderly economy.But at the same time,there are still some problems in the propagation of tiktok in the short video platform.So,The subject of this research is "the old age net red" in the short video platform of our country tiktok.Through the field research,case analysis and interview,we try to conduct a comprehensive investigation and analysis of the research questions and put forward feasible countermeasures.The analysis content includes the characteristics and problems of communication subject,communication content,communication audience and commercial realization.Finally,this paper attempts to explore the problems and reasons of the current network red for the elderly in China,and puts forward personal suggestions on how to further improve the communication strategy of the network red for the elderly.According to the research,we find that there are some common problems in the process of communication between the elderly and the Internet in the shaking platform:the lack of overall image design,the difficulty of creating and breaking,and the poor health;the single shooting content and the serious homogenization of content;the spread of the audience's Internet productivity is questioned by young audiences;and the commercial realisation tiktok is still a problem.The old people's online business model is not in line with their own personal establishment,and the recognition of realization is not high.In this regard,the optimization countermeasures proposed in this paper are as follows:on the main body of communication,the family should play the role of relatives to help the content innovation of the elderly online celebrities;on the content of communication,the elderly online celebrities should be encouraged to "go out" to create"collecting style" and strengthen their own characteristics;on the audience of communication,the media literacy and humanistic care of the creative team or individual should be emphasized;on the commercial realization,should the elderly online celebrities Forget the original intention,combined with their own positioning to choose the right way of business.This paper hopes that through the above analysis and carding,on the one hand,it can help the current elderly online celebrities avoid the existing communication problems and realize the brand effect;on the other hand,it can help the future cultural communication and cyberspace governance of the elderly in China.