A Study On The Content Analysis And Strategy Of Tiktok "Silver-hatred Netizens" Videos Under The Framework Theory

The rising trend of ageing in China poses no small challenge to the prosperous and stable development of society.In order to avoid becoming a digitally disadvantaged group marginalised by the new media wave,the whole society has made efforts to help them participate deeply in digital life.With the rapid development of the digital age and the increasing maturity of 5G internet technology,more and more older people are becoming exposed to internet platforms.More and more unique and interesting "silver-haired netizens" are gaining attention in short video platforms,becoming a unique landscape in the netizen economy market.The purpose of this paper is to analyze the content and problems of the short videos of "silver-haired weblebrities" on Tiktok,and to explore the optimization strategies of the video content of "silver-haired weblebrities",so as to better guide the healthy and sustainable development of "silver-haired weblebrities".This paper uses the Jitterbug platform as a sample platform to analyze the content and problems of Jitterbug videos.This paper uses the Tiktok platform as the sampling platform,and finally selects 15 representative "silver-haired weblebrities" samples by combining the amount of followers,content style,update frequency and operation methods,and selects the top ten short videos with the number of likes within one year from September 2021 to August 2022.The 15 "silver-haired weblebrities" and their 150 short videos constitute a valid sample for this study.The content analysis method and the case study method were used as the research methods to construct categories and code the valid samples,and SPSS descriptive statistics were used to analyse the data to help understand the patterns among the samples more intuitively.Based on the framework theory,this paper analyses the framework of video content from three levels: high,medium and low levels,and then researches the video content from the dimensions of theme types and emotional value at the high level,video characters,video titles,operation methods and business models at the medium level,and video scenes,language styles,topic tags and comment texts at the low level,so as to frame the problems of its video content,and finally the The study will provide a framework for thinking about the better development of "silver-haired netizens" and their strategies.