Research On Characteristics,Mechanism And Effect Of Short Videos Of "Elderly Internet Celebrities"

On the short video platform represented by Douyin,a group of"elderly Internet celebrities" have emerged.With their unique personality charm,they have won numerous fans and demonstrated their strong commercial value potential,becoming a unique Internet cultural landscape in the new media era.Short videos of "elderly Internet celebrities" have three main communication characteristics,which are the diversification of the main body of communication,the diversification of content types and the enthusiasm of the emotional tone.The internal logic of its communication mechanism is as follows:the elderly group obtains special momentum through identity transformation on the Internet platform,and obtains core driving force under the combined action of the platform,policy and commercial forces.Finally,the emotional connection with the public is completed through the construction of traditional Chinese filial piety culture and symbol system,which promotes the mass propagation of short videos of "elderly Internet celebrities".Through the empirical study to evaluate the effect of short videos of "elderly Internet celebrities" on public cognition,attitude and behavior,it can be seen that the short videos of "elderly Internet celebrities" have good communication effect and occupy a place in the Internet era dominated by young groups,and have been widely supported and recognized.However,the short videos of "elderly Internet celebrities" also face many challenges and opportunities in the process of dissemination.It is possible to explore and cultivate more knowledge-based "old net celebrities" and to drive the silver economy with "silver net celebrities".At the same time,attention should also be paid to the phenomenon of "being harvested" and "being neglected" among the silver hair generation.