Research On The Construction Of Media Image Of The Elderly By Short Video Reports Of Mainstream Media

As an important medium for the public to obtain information,short video application provides a new channel for the information dissemination of mainstream media.However,the research on the dissemination of mainstream media on short video platform is obviously insufficient,and the academic research on short video rarely takes mainstream media as the research object,and there is a lack of new research perspective on media image.With the increasing "stigmatization" of the elderly,the state has included the construction of an active aging society in its national strategy.As an important part of building a social environment for the elderly,filial piety and respect for the elderly,the popularity of TikTok short videos has provided new communication opportunities for the media to reconstruct the image of the elderly.This research takes 834 short videos with the elderly as the main role published by the three mainstream media,People’s Daily,Xinhua News Agency and CCTV News,from January 1,2019 to June 30,2021,as the research sample,takes the stigmatization theory and media construction theory as the theoretical basis,combines the framework theory and multimodal discourse analysis theory,and adopts the research method of combining content analysis and discourse analysis.Starting from the analysis of the reasons and purposes of the mainstream media to construct the media image of the elderly,and based on the construction logic of short video to the elderly image,the research investigates the construction strategies of the mainstream media to construct the media image of the elderly in the short video report,as well as the specific characteristics and influencing factors of the media image of the elderly under the construction of the mainstream media,and finally analyzes the significance and shortcomings of the mainstream media to construct the media image of the elderly in the short video report,put forward suggestions.The construction of the media image of the elderly by the mainstream media in the short video report is not only due to the constraints of the dual context of culture and new media,but also the response to the national strategy of building a "positive aging society" under the background of the stigmatization of the elderly.To a certain extent,it can maintain the public opinion guidance of the mainstream media,reshape the circle connection with the help of the communication form of short video,promote intergenerational understanding and alleviate the anxiety of intergenerational contact.As a new reporting path,the image construction logic of short video provides more advantages for the construction of the image of the elderly.It not only makes the reproduction of the image of the elderly more three-dimensional,the news sources are diversified,and the narrative angle of life also shows the diversified life state of the elderly.The multidirectional interaction makes the report carry more abundant information than the report itself.Among the short video reports of mainstream media,the relevant reports of the elderly account for a high proportion of the total reports,and the overall trend is on the rise.Various sources of short video provide rich materials for relevant reports,and most reports have a positive attitude.The duration of short video is mostly between 15 seconds and 60 seconds,and the interaction index of most short videos is generally high.The reporting framework of mainstream media on the elderly shows the characteristics of matrix.Seven different reporting frameworks have constructed multiple media images of the elderly,and there are popular contents under different frameworks.The use of short video also breaks the previous transmission mode of graphic binary structure,and provides a variety of modal choices for the presentation of media images of the elderly.The cooperative ideographic expression of language and non-language modes makes the transmission of values more intuitive and clear,and the report is more infectious.The specific images of the elderly in the short video reports of the mainstream media mostly highlight men and the elderly in the city.They are dominated by health traits,and their professional identity,living conditions and activity places are relatively diversified;Most of the elderly show a strong sense of responsibility and expression ability,have a certain influence on the surrounding environment,and are good at interpersonal communication.It can be found that the current presentation of the media image of the elderly is the result of the joint action of political,scientific,technological and cultural factors.The media positioning under the guidance of policy and politics determines the tone of constructing the media image of the elderly in China.The great changes brought by the progress of scientific and technological means such as medical treatment and communication to the life of the elderly directly affect the presentation of the image of the elderly in the media,gender culture The culture of respecting and filial piety to the elderly and the socialist core values also have an important impact on the media image of the elderly.Generally speaking,the interaction index of short video reports in mainstream media is generally high,the media image of the elderly is more diverse,the stereotype is significantly weakened,and the media visibility has been improved.However,there are still problems in the reports,such as the convergence of elites,patriarchal tendency,homogenization of content,and the imbalance in the guidance of public opinion on "positive aging".In the future,we should strengthen the reporting of ordinary people and pay attention to reflecting the real gender ratio,Strengthen content integration and deep processing,and promote that "old people have a sense of security","old people have a sense of security","old people have a sense of happiness" and "old people have a sense of security" can become the communication focus of the development of a positive aging society,and comprehensively strengthen the guidance of public opinion in a positive aging society.At the practical level,this study helps to provide reference for the mainstream media to optimize the elderly short video reports,so as to strengthen the pertinence of publicity and guidance,help resolve the stigmatization of the elderly,and promote the construction of an elderly friendly society.At the theoretical level,it is a useful supplement to the stigmatization theory,media construction theory and media image related research.