Study On Media Image Presentation Of "Silver Hair”

In recent years,various short video apps have been updated and iterated,opening the era of short video,which also promotes the birth of an emerging group--"silver Internet celebrities"."Silver influencers" refer to elderly Internet celebrities aged 60 and above who express themselves through various short video platforms,thus becoming a new growth point for short video platforms.According to the 49 th Statistical Report on China's Internet Development released by the China Internet Network Information Center(CNNIC),the number of Internet users aged 60 and above in China reached 119 million as of December2021.Douyin short videos,launched in 2016,have further broadened the channels for "silver Internet celebrities" to actively express themselves and break the stereotype of the elderly as stody and outdated.In the context of aging and digitalization,what media image does the "silver Internet celebrity" present to the audience in the short video of Douyin? What are the deep reasons for the media image presentation of "silver network" ? How to better present the media image of this group has become a valuable research problem.In this paper,douyin short videos are taken as the sampling platform,and the number of fans,increment of fans,number of likes and account status are combined with four data collected from "Feigua Data".Douyin accounts with more than 100 W fans from June 2021 to December 2021 are selected as research samples.A total of 586 valid videos were obtained after removing samples unrelated to "silver influencers" with duplicate content.This paper uses NVivo11 to analyze the data of video content,and then summarizes the media image of "silver Internet celebrities" in Douyin short videos.Through sample sampling and category construction,the author found that "silver Internet celebrities" in douyin short videos present young "trendy" images,knowledge-based "wise" images,trans-media "famous" images,down-to-earth "vulgar" images,life-oriented "fun" images,and other images.At the same time,it is found that the media images of "silver Internet celebrities" in douyin short videos are rich in types,with distinctive features and most positive images.This study studied the media images of "silver Internet celebrities" through case analysis,and found that the frequency of reference points corresponding to "silver Internet celebrities" with different images was different,and the short video content presented was also different.The reason why there are various types of "silver Internet celebrities" image is mainly influenced by three factors: environment,individual and platform.However,there are still some problems such as image presentation,excessive consumption of commercial value and unsustainable operation of accounts."Silver Internet celebrities" should focus on improving the content quality of their works,improving their personal qualities,realizing real-time communication of content through short video platforms,and presenting a positive and optimistic self-image to the audience.The government should establish a sound management system for "silver Internet celebrities" and standardize the threshold of industry employment.The platform side should strengthen the monitoring and feedback mechanism of the platform,create a good content dissemination ecology to guide "silver Internet celebrities" to transmit positive energy,and create a clear and sunny environment for network broadcast."Silver Internet celebrities" have been integrated into the field of short video creation with a healthy and optimistic attitude towards life.Their rise in the group of Internet celebrities also reflects the process of the elderly seeking social recognition and realizing personal social value in the ecological evolution of short video,which opens up a new idea for the development of the industry of "silver Internet celebrities".