Research On Older Generation’s Digital Media Use From The Perspective Of Intergenerational Backfeeding

According to the China New Media Development Report No.13(2022),China is accelerating its digitalization process and stands out as a digital economy power in the global digital situation.The Report on Mobile Phone Use among the Elderly No.2021 shows that the older generation is experiencing an online life oriented by practical needs,yet with the continuous digital transformation of society,the digital media use dilemma of the older generation is gradually coming to the fore.Therefore,this paper focuses on the digital media use behavior of the older generation,and attempts to study the issue of the older generation’s adaptation to the digital society from the perspective of intergenerational feedbacks,and propose effective feedbacks strategies to help the older generation board the digital society train.The research method of this paper is based on in-depth interviews,and text processing is realized using the Chinese management rooting research paradigm,i.e.,the data processing procedure of classical rooting theory is the main framework,and the causal relationship of procedural rooting theory is the supporting structure,combined with cognitive map tools and other tools for analysis.Combined with non-random sampling,families that meet the executable and scientific criteria of the study are selected as the research sample,and the in-depth family sample is objectively recorded for their reflexive behaviors and the digital media use behaviors of the parental generation.In order to cover as many family situations as possible and maintain a broad sample,and to maximize the differences in gender,education,parent-child relationship,and family structure of the sample,14 groups of generations were finally selected as the family sample.After summarizing and concluding the interview texts,the study identified five core categories that influence the use of digital media by the parental generation: personal active factors determined by individual attitudes toward digital media,active-passive factors influenced by individual life experiences and physical conditions,life convenience factors linked to external activities,social environment factors that perceive the use of digital media among the majority,and media factors constrained by the characteristics of the media and The media factor is governed by the characteristics and iterative development of the media.When the five core categories were analyzed in the UTAUT 2model,it was found that the different dimensions of the model that influence individuals’ acceptance of new technologies are related to different core categories.From the perspective of intergenerational feedbacks,there are significant differences in the use of digital media between parents and offspring,and parents who lack new knowledge and technology turn to their offspring for feedbacks as the main way to learn to use digital media.After analysis and generalization,the researcher found that children’s perceptions of feedbacks can be divided into two types: "High Degree of Backfeeding" and "Low Degree of Backfeeding",which influence the degree of digital media acquisition by parents.Based on the above analysis,this paper combined with the media contact theory to propose a three-step feeding strategy.In terms of improving parents’ willingness to contact digital media,children can act as "recommendation expert" according to parents’ personal preferences and daily needs to improve expected performance.At the same time,children can provide guided feedback,giving patience and time to let parents adapt to the logic of using digital media,and fundamentally improve their ability to use digital media with "High Degree of Backfeeding".In terms of correcting the result of parents’ exposure to digital media,the children can encourage their parents to communicate with various forms of media,forming a virtuous circle of community influence.In addition,the children can explain the functions of technology in various scenes to their parents based on their own application of new technologies,so as to build a common "Living World".In terms of follow-up contact behaviors guided by contact results,multi-dimensional improvement of parents’ media literacy can reduce the dissatisfaction caused by the use of digital media.Finally,it is necessary to improve the feedback behavior according to parents’ inherent attitude towards digital media,and appropriately use "Low Degree of Backfeeding" to reduce parents’ negative impression on digital media.