| With the development of society,the problem of population aging has become more and more serious.Therefore,we must pay more attention to the related problems of the elderly.Most of the existing studies in the field of communication regard the elderly as "digital vulnerable groups" or "digital poor" in society.However,with the continuous development of short video platform,some elderly Internet users began to integrate into the digital society with a more positive attitude and enjoy the "digital dividend" brought by smart media in terms of health,participation,security and entertainment.The "elderly Internet celebrity" group,which is constantly emerging in tiktok and other short videos,shows the multiple images of the elderly,increasing the confidence of the elderly in integrating into the digital society,and changing the traditional cognition of the elderly to the elderly.It helps the elderly group to construct and export their own values positively and promote the construction of a positive aging society.This paper aims to explore the construction path of its media image and reflect on it,so as to provide strategic support for better guiding the image shaping and communication of "elderly Internet celebrity" through the investigation of "elderly Internet celebrity" group and the content analysis of relevant short videos.In this thesis,we take the 30 head of the "elderly Internet celebrity" on the tiktok platform as the research object.We use the content analysis method to analyze the 7248 video content of30 "elderly Internet celebrity" in the high,middle and low level framework.Study the relevant elements involved in its video content: video type,video value,video title,video characters,video scene,language style,video materials and topic labels.Through research and analysis,what media images "elderly Internet celebrity" have and how these media images are constructed through video display.At the same time,this paper explores the characteristics,motivation and existing significance of its media image in the process of video content construction,points out the problems and reasons in its media image construction,and optimizes its development path.Through the research,it is found that there is a strong relationship between the media image of the "elderly Internet celebrity" and the setting of video content.In terms of character image setting,video topic selection and video narration,it has group law,highlighting the characteristics of the image construction of the "elderly Internet celebrity".However,there are also narrow image categories,reduced credibility,lack of innovation in video content,and the production has the trend of homogenization and vulgarization.In this regard,the research believes that it can be optimized from the following five aspects.First,"elderly Internet celebrity" should take its own characteristics as the core and deeply depict its self-image.Second,"elderly Internet celebrity" should make use of relevant audio-visual elements in video production to strengthen the innovation of video.Third,the platform should strengthen the supervision of the overall video quality of "elderly Internet celebrity",create an original Protection Association,and build an intelligent pattern for the development of "elderly Internet celebrity".Fourth,the state should set up a professional committee of MCN institutions to standardize MCN institutions and provide strong support for the construction of a positive media image of "elderly Internet celebrity".Finally,the society as a whole should make an effective voice,establish a correct concept of self consumption for the "elderly Internet celebrity" and the elderly,lead positive public opinion,fully protect the development road of "elderly Internet celebrity" and support it to create a new situation of sunset life. |
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