Research On The Communication Of Tik Tok In Middle Aged And Elderly Groups

In 2020,COVID-19 ravaged China’s land.Until now,COVID-19 has not disappeared completely.At present,the epidemic prevention and control work has stepped into the normal stage,which makes most people increase the demand for health knowledge in daily life.As the backbone of society and the important support of family,middle-aged people are facing a variety of health problems,such as depression,cancer,sudden death and so on;In China,the phenomenon of population aging is intensifying,and the proportion of the elderly aged 60 and over is gradually increasing.The health problems of the middle-aged and elderly groups have not only attracted the great attention of the society,but also prompted them to pay more attention to their own physical conditions.In recent years,mobile short video has developed rapidly,and has become an emerging channel for audiences to obtain information with the characteristics of fragmentation and civilians.As the leader of short video,Tik Tok is very representative in terms of content,form and strategy.The health short video of Tik Tok is characterized by professional communication subjects,popular dissemination contents and various forms of propagation,and ranging from a few seconds to several minutes with the aim of spreading health knowledge.In addition,the author discusses the communication types,characteristics and problems of health short videos in the middle-aged and elderly groups as the basis for the later communication effect research.The "Use and Gratification" can be applied to the research of the Tik Tok health short videos’ communication effect.This paper mainly adopts the methods of questionnaire survey and in-depth interview,and takes the middle aged and elderly groups as the research object to explore the effect of Tik Tok health short videos’ communication effect.Analyze the use motivation and needs of middleaged and elderly groups,and then analyze their demand satisfaction and their changes in cognition and behavior.The conclusions are as follows:the middle aged and elderly groups use health short videos for five main motives:perceived usefulness,perceived ease of use,identity cognition,social communication and emotional satisfaction;Meet their cognitive needs,emotional needs,personal integration needs and social integration needs respectively;After the needs are met,they will adopt health suggestions and formulate health plans according to their own conditions.Since 2021,the aging adaptation of Internet applications has been continuously promoted,and the middle aged and elderly groups have gradually crossed the"digital divide" and used short videos to obtain information to meet their diversified needs.However,some problems are exposed in the process of use,such as boring content,single form,false publicity,fraud and so on.Therefore,the author proposes that in order to continuously improve the communication effect of health short videos among the middle-aged and elderly groups in the future,the subject,platform and audience should work together to promote the benign development of health short videos.