Research On The Subjective Construction Of The Media Image About Douyin Elderly Celebrity

One billion Chinese users have access to the Internet,forming a social picture of no one has access to the Internet.Demographics are getting older and media forms are getting new.In this wave of new media,the elderly group has been labeled as "digital refugees".While we enjoy the convenience brought by technology,many elderly people are being marginalized by the digital society.But they are also making efforts to integrate into the Internet world,and statistics show that older netizens are entering the incremental market.The elderly began to touch and use the Internet,and some began to use short videos to show the colorful life of their old age.Since 2018,"grassroots" elderly Internet celebrities have emerged in the field of short videos and developed into multiple vertical segments.The language and expression of the short videos of the elderly Internet celebrities are young,the scene display tends to be family-oriented,and the theme setting and video presentation symbols are diversified and interesting,attracting a large number of young fans with their strong sense of contrast and polished intimacy.In these short video,the elderly will own image constructed as humor lovely "Lao wan tong","senior experts in the field of vertical,fashion exquisite" trackers "era,and witnesses,the construction and the media for a long time out of the weak,selfish,lifeless formed a strong contrast to the elderly,is to improve the elderly subjectivity.The development of subject construction is always linked to social construction.In the process of discussing the subject construction of elderly Internet celebrities,the influence of social construction cannot be ignored.Restricted by the reporting frame of news media,affected by stereotypes,and prevalent social psychology will also have an impact on their media image construction.At the same time,the main construction of elderly Internet celebrities in the "consumer society" is gradually shaped by commercial logic,and the construction of short video media images of elderly Internet celebrities cannot escape catering to the fate of young people.At this stage,in the process of construction and results of the short video image of the elderly Internet celebrities,due to their own limitations and other reasons,there are problems such as serious homogenization of video content,lack of hot content,and limited to family scenes.Elderly Internet celebrities should be fully aware of their influence and responsibility as "opinion leaders",adhere to the mining of personal characteristics,close to young discourse without overly pandering,and link multiple elements to complete the construction of their own media image.