Research On Media Image Of Elderly Internet Celebrities In The Comments Section Of Xiaohongshu From The Perspective Of Cultural Industry

With the rapid development of the Internet,elderly group begin to enter various social platforms.Among them,elderly Internet celebrities on Xiaohongshu platform have typical characteristics and formed their own unique media images.Starting with the content in the comment section of small red books,this study selects six influential elderly Internet celebrities who meet the standards after sampling.Through the content analysis method,the research finds that their media images are respectively senior authority question-answering person,cultural left-behind inheritor,intergenerational breakthrough person,spokesperson of tiny figures,and builder of a better life.Elderly internet celebrities face five major difficulties when integrating into internet platforms: firstly,the production model is banned,and content production loses its main personality;Secondly,it is difficult to break free from personality stereotypes,and the establishment of media image is facing difficulties;Thirdly,the cultural and social significance of content production has weakened;The fourth is the fragmentation and dismantling of symbols,and the difficulty of reassembling and connecting works.This study provides suggestions in response to the aforementioned difficulties: creating a unique media image tailored to individual needs;Understand the needs,shift focus,and emphasize that the work itself highlights the subject;Emphasize the expression and transmission of social significance in works;Avoid mechanical restructuring and break away from standardized production models.Finally,it helps silver-haired Internet celebrities to create a more accurate media image in cultural production,helps them grow healthily on various online platforms,Ultimately achieving a more vigorous development of the new media silver industry.