Study On Self-image Presentation Of Silver Hair Web Celebrity

With the development of the society,the aging of the population in our country is becoming more and more serious,and the problems related to the elderly are getting more and more attention.However,short video has entered a period of explosive growth,and the age of users has infiltrated into both ends.Many elderly people present their self-image through short video,and gradually crowd into the web celebrity group,which is called "silver web celebrity".They present a rich self-image on the platform,which also brings good communication effect and reverses the negative media image of them in the traditional media.As an emerging web celebrity group,"Silver web celebrity" is very necessary for the study of its self-presentation image,which may provide reference and help for the development and promotion of communication strategy of "Silver web celebrity".Taking ten representative silvery web celebrity accounts of Douyin platform as the research object,this paper extracted all the short video works of solstice on June 1,2020 on September 1,2020,with a total of 369 samples.Based on the framework theory,this paper analyzed the content of high-level,middle-level and low-level frames,and studied the content characteristics and differences of each.And according to its thumb up amount,the number of comments and the number of forwarding,the main factors affecting the transmission ability are investigated.This paper summarizes five types of "silver hair web celebrity",analyzes the characteristics and motivations of its self-presentation,points out the shortcomings of the existing self-presentation,and puts forward the improvement strategies.During this period,SPSS will be used for data analysis to help more intuitively understand the rules among samples.During the study,it was found that the self-image of "silver web celebrity" showed a specific pattern belonging to the group.In terms of character setting,plot setting and social value,it highlights the characteristics of the silver hair group itself.Moreover,due to the difference of account operation mode,works type and other aspects,the communication effect of self-presentation is significantly different.At the same time,there are also some problems such as rough production,similar content and vulgar expression.In this regard,"Silver web celebrity" should make effective use of the characteristics of the platform,explore differentiated presentation methods,pay attention to personalized expression,and actively play the positive role of opinion leaders.The operators and station parties should also consciously abide by the convention,strengthen responsibility supervision,and ensure the establishment of a positive image of "Silver web celebrity".Silver hair web celebrity is only a special group,and looking at the large group of the elderly,more elderly people are gradually marginalized in the rapid development of society.In order to help the elderly to overcome the life barriers brought by the digital divide and better enjoy the convenience brought by science and technology,all sectors of society should actively contribute to improving the media literacy of the elderly,vigorously develop the relevant silver economy,and serve the elderly in the new media era with a more professional attitude and a more inclusive attitude.