Research On The Use Of Short Video Media And Its Influence On The "Re-Socialization" Of The Retired Elderly Group

With the growing number of elderly people in China,aging is fast becoming one of the most significant challenges facing our society.In the aging process,the elderly gradually decrease their social participation,physical fitness,loneliness and happiness,especially the retired elderly group,gradually weaken their connection with the society,gradually separated from the society.However,with the concept of "active aging" put forward,the social participation of the elderly group began to be valued.At the same time,with the development of society and the rise of "digital feedback",the media exposure rate of the elderly population has increased significantly.In particular,short video media represented by Douyin and Kuaishou are popular among the elderly population with their rich content,simple and easy to use,and the penetration of short video applications has accelerated in the elderly population.Based on this background,this paper is mainly based on the "re-socialization" theory,and through the combination of quantitative questionnaire survey,qualitative text analysis and in-depth interview,studies the exposure and use of short video media in the retired elderly group and its influence on their "re-socialization",and discusses the changes brought by the embedding of short video media in the daily life of the elderly group.This study innovatively introduces the "re-socialization theory" into the research on the influence of short video use of the elderly group,providing a theoretical perspective for the research on the influence of new media use of the elderly group,and also enriching the empirical research on the re-socialization theory.At the same time,in the era of active aging,it provides certain strategic reference for improving the media literacy and digital survival ability of the elderly group.According to the results of the questionnaire survey,in terms of the contact and use of short video media of the retired elderly group,the use of short video is more active: The adoption of short video media is relatively high.Among 406 effective samples,76.6% of them use short video too much,which shows a high intensity of use.In terms of the use mode,68.8% of the retired elderly group will interact or create short video in addition to browsing,showing a deep participation.In the same age group,there are also obvious differences in short video viewing preferences.The rest motive is the strongest,the practical motive is the second,and the social motive is the weakest.In terms of the correlation analysis between the use of short video and the re-socialization of the retired elderly group,the use of short video media has a positive impact on the re-socialization of the retired elderly group: The adoption behavior of short video media significantly affects the degree of re-socialization,and the re-socialization degree of behavior pattern is the most affected by the adoption behavior of short video media.The intensity of use and the mode of use are significantly correlated with the degree of re-socialization,and the intensity of use motivation is strongly correlated with the degree of re-socialization,especially the practical motivation has the strongest correlation with the degree of re-socialization.Through text analysis of the content published by the elderly on short video media and the interaction in the comment section,as well as in-depth offline interviews,this paper also discusses the construction process of "re-socialization" of the retired elderly group based on the use of short video.In the process of using short videos,the social adaptation and sense of social participation of the elderly are gradually improved.Social roles have changed.Some elderly people have become senior anchors,continuing to make contributions to the society,imparting wisdom and knowledge to the younger generation,and actively communicating with young people.Interpersonal relationship expansion and extension,through the interaction of short video media to know new friends,contact relatives and old friends;The behavior pattern has changed,the contact with smart phones has increased,the understanding of national social news,the application of knowledge and skills to life,and the participation in daily activities;Values enhance understanding of the world and society to increase understanding of modern social norms.However,at the same time,the use of short video will also have some negative effects.Short video media release has a low entry threshold and weak audit,resulting in a relatively large number of false information,and the elderly are easy to become the object of rumors and be harmed by false information.Excessive addiction also causes certain harm to the elderly.The accurate push based on big data also causes certain information barriers for the elderly users.In any case,under the media empowerment,the elderly groups marginalized by the new media wave rise up and express themselves on short video platforms.The social adaptation and sense of social participation of the elderly groups are gradually improved,and the degree of re-socialization is continuously deepened.Under the guidance and call of the national policy,the society pays more and more attention to the social participation of the elderly.Enterprises,media,social organizations,families and so on fulfill their responsibilities,and promote the use of new media and social participation of the retired elderly.