Research On Media Use And Satisfaction Of Elderly Anchors

With the rapid development of the Internet and the rapid evolution of media,the aging degree of China's population is accelerating.It is estimated that by 2020,the elderly population will reach 248 million and the aging level will reach 17.17%.At the same time,the Internet continues to infiltrate the elderly.With the strengthening of the aging trend of Chinese society and the popularization of Internet products,more and more middle-aged and elderly people are entering the Internet wave represented by short video platforms such as douyin kuaishou.The Internet has gone through the 1.0 era dominated by text communication,then the 2.0 era dominated by graphic communication,and gradually evolved into the 3.0 era dominated by image communication.The live broadcasting platform has also changed from the live broadcasting in the show field to the live broadcasting in the general public.However,due to the low production threshold of image transmission,groups that were abandoned by the Internet before can easily use Internet products based on video in the era of image transmission,so the elderly group also swarmed into the army of Internet live broadcasting.In the author's side,there are such middle-aged and elderly anchors,and this group of people in the state of Internet aphasia is how to use network broadcast?What are the needs and satisfaction of the middle-aged and the elderly in the process of live broadcasting?Through text analysis and participatory observation,this paper tries to study the current situation and characteristics of broadcast studios for the elderly.Based on the in-depth interview method to obtain first-hand information of the middle-aged and elderly people's use of network broadcast and their motivations and needs to be met,the psychological motivations of the middle-aged and elderly people's use of network broadcast and their needs to be met are studied based on the use and satisfaction theory.And the changes brought about by the use of network broadcast to the middle and old population.Under the background of active aging,live broadcasting and the life of the elderly are combined to realize self-value and solve the fundamental problem of aging.Combined with the research results of gerontology and sociology,the author summarized the above analysis results,and found that network broadcast provides them with a space to show and play,they use their professional skills,life wisdom,and even love and ability to feed the society.In the process of using webcast,they gain social,emotional,cognitive and even material satisfaction.By changing the situation of information transmission,network broadcast has also changed the life of the elderly groups.The middle-aged and elderly groups who use network broadcast are experiencing subtle changes in their ways of communication,expression and living habits.The change of material is concrete and can be imagined,while the change of information is very abstract.The author further considers whether network broadcast can play an important role as a medium to intervene in the life of this group in the context of active aging.Healthy development of the elderly requires the elderly to maintain a good interaction with the society,which is definitely not a process of leaving the society.Live broadcast media can enable the elderly to show their charm and play their value in the process of active aging.On the basis of healthy body security,the elderly group can also contribute to the society.