Research On Group Strategy Of Silver-haired Net Red Circle Fans

With the growth of Internet users and the aggravation of the aging degree in China,more and more elderly groups begin to set foot in the Internet and gradually integrate into the Internet.Thanks to the advantages of timely interaction and low learning cost of new media,such platforms have quickly become a unique stage for the elderly to show their style.Some elderly people with professional advantages or personality charm are expanding their influence through new media platforms,integrating into youth culture in a way favored by young people and attracting many young fans.Based on the above background,this paper takes the silver-haired Internet celebrities in douyin short videos as the research object.Using literature analysis method,unstructured interview method and case analysis method,this paper analyzes a large number of silver Internet celebrities,and analyzes the representative silver-haired Internet celebrities with large number of fans.Firstly,the paper defines the concepts of silver-haired Internet celebrities and youth groups,and summarizes their categories and development stages.Secondly,starting from the content and value strategy of the youth group of silver-haired Internet celebrity circle fans,this paper uses the theory of symbolic interaction,dramaturgy,and the theory of use and gratifications approach to conduct research and analysis.Thirdly,explain the positive social effects of the current silver-haired Internet celebrity circle fan situation.Finally,by explaining the problems existing in the development process,differentiated performance and emotional interaction development strategies are proposed to help the silver-haired Internet celebrities achieve their own sustainable development and improve the quality of life and satisfaction of the elderly group.