Research On The Image Of Elderly Internet Celebrities In Short Video From The Perspective Of Post-Figurative Culture

Since the second half of 2017,the elderly internet celebrities have emerged on short video platforms.This paper studies the image of the elderly internet celebrities who have the dual identities of "elderly" and "Internet celebrities" against the background of the increasingly severe aging situation and the increasing popularity of the internet celebrity economy.Using the content analysis method and semiotic analysis method,analyzing the image characteristics of the elderly internet celebrities in short video and the ideology behind it,it is found that the view of the old reflected in the image of elderly internet celebrities is young people oriented.This paper further uses the theoretical perspective of post-figurative culture to interpret the causes of the youth-oriented view of the old,and puts forward suggestions for shaping the image of the elderly internet celebrities.The paper includes four parts.The introduction in first chapter expounds the social background of the research,sorts out the research status and deficiencies related to the selected topic,clarifies the research content and method,and elaborates the research significance and innovation.The second chapter uses the content analysis method to analyze the image characteristics of the short video elderly internet celebrities.It is found that the elderly internet celebrities are mainly young and middle-aged,most of them are in good health,the ratio of men and women is more balanced,but the rural area is much lower than the city.The social relationship is dominated by the relationship between grandparents and grandchildren with a slightly passive position.In terms of characters,they are mainly self-confident and elegant,funny and cute,wise and enthusiastic,industrious and capable,just and upright,etc.In terms of commercial image characteristics,the products advertised by the elderly internet celebrities are mainly based on the preferences of young people,and the characteristics of the elderly are not prominent.It is found that the image of the elderly internet celebrities is closely related to the young people through content analysis.The third chapter makes semiotic analysis on the typical image of the short video elder celebrities and explores the view of the old reflected by the elderly internet celebrities image.Their typical images are: the exquisite lifer of "elegant old",the innocent and lovely "old kid",the model of perfect love,the interesting joke maker,the experienced elders,the object of being respected.The study found that the dualistic structure contained in the works of the elderly internet celebrities is the binary opposition between the elderly and the young.The elderly internet celebrities image reflected in the image of old age is "a challenged authority" and "a model of life experience".The view of the old is based on the young people,and the old people are in a passive and weak position.The fourth chapter analyzes the causes of the youth-oriented view of the old from the theoretical perspective of post-figurative culture,criticizes the image of elderly internet celebrities under the view of the old,and makes suggestions.After China’s reform and opening up,the great changes in society,especially the digital revolution,have allowed the younger generation to monopolize the right to speak in the online world.The view of the old reflected in the short video of the elderly internet celebrities is essentially the view of the old in the post-figurative cultural era.In the post-figurative culture era,the rights and interests of the elderly who are in a passive position in the online world need to be valued.Combined with China’s aging social background,there are certain limitations in the image of the elderly celebrities portrayed by the youth-oriented old age concept.The image of the elderly should be appropriately increased,which puts forward the suggestion of the image creation of the short video elderly internet celebrities: Combining with the background of active aging to create a more diverse positive image of the elderly celebrities;paying attention to the real situation of the elderly in the severe situation of aging.Spreading the image in the post-figurative culture era not only makes young people happy,but also helps solve the problem of aging.