Research On The Communication Strategy Of Online Social Platform For Documentaries About The Elderly

The documentary film on the elderly,which objectively records the life of the elderly,can take care of both the material and spiritual needs of the elderly and promote the understanding among social groups.It is rich in humanistic values and plays an important role in promoting social harmony.However,in the context of audience’s attention shifting to the Internet,the creation of senior documentaries must be oriented to online social platforms in order to truly reach a wide range of users and thus achieve better communication effects.Therefore,it is of urgent practical significance to study the communication strategies of online social platforms for senior documentaries.Based on the communication characteristics of online social platforms and the preferences of Internet users,the thesis takes the graduation work "Lao Luo’s Kaifeng Memory" as a case study and uses theories of online communication and documentary narrative to explore the online social platform communication strategies applicable to documentaries on senior subjects.Based on Lasswell’s 5W information communication theory,the thesis investigates the online social platform communication strategies of senior documentaries from four perspectives: theme setting,narrative strategy,topic marketing strategy and value construction strategy.In terms of theme setting,the thesis focuses on destigmatization based on the stereotypical impressions of the elderly on online social media platforms,and focuses on eliminating the prejudice and negative stereotypes of the elderly in the online audience and constructing a diversified media image of the elderly.In terms of narrative strategy,the thesis focuses on how to deeply show the inner world and spiritual needs of the elderly,and the combination of external and internal perspectives should be used to deeply show the inner world of the elderly,and to convey the spiritual needs of the elderly through long shots and close-ups with the support of simultaneous sound and music;in terms of topic marketing strategy,the thesis aims to improve the intergenerational communication between the elderly and the young people,and explores how to realize the fissile spread of senior documentaries on online social platforms through topic marketing.In terms of value construction,the documentary film on senior citizens cares for the material life and spiritual needs of senior citizens with the spirit of humanism beyond images,which shows the humanistic value and social value.Its humanistic value lies in its ability to raise the online attention and influence of the elderly and give them more humanistic care;while its social value lies in its ability to arouse the attention of the public,especially the young people,to the current living conditions and spiritual needs of the elderly and to realize the transmission of good social value guidance.The thesis argues that the documentaries on the subject of the elderly disseminated on online social media platforms should take de-stigmatization as the theme,present a more three-dimensional and comprehensive image of the elderly to the audience,deeply show the inner world of the elderly through diversified narrative perspectives and rich audio-visual language,and use the topic marketing means that adapt to the needs of fission communication to promote the communication between the elderly and the youth groups and help create an atmosphere of respect for the elderly on the Internet.