抖音短视频平台“老龄网红”群体媒介形象特征研究

A Study on the Media Image of the“Old Online Celebrity”in Tik Tok

本文从叙事学和媒介形象理论的视角,对抖音短视频平台上的“老龄网红”账号发布于2019年1月至12月的短视频进行内容分析,并与传统媒介中塑造的老年群体的媒介形象进行对比.研究发现,老年人的媒介形象正从单一变得多元,整体呈现出“个性化”、“标签化”和“去老年化”的特征,消解了传统媒体对老年群体媒介形象的社会想象.同时,老年人表达自我的愿望提升.农村老年群体的媒介形象呈现出独具特色的新兴农村乡土文化特征.

Based on the theory of narratology and media image,this paper focuses on the content analysis of the short video released by the"old online celebrity"accounts in the Tik Tok of China in 2019,which aims to compare the media image of the elderly people created by traditional media with that of the new media.After studying,we find that unlike the traditional media,the Tik Tok group's subjectivity is improved,and its media image is mostly positive,which shows the trend of diversification,de-aging,individuation and labelling.Among them,the media image of the rural elderly group is different from the public's imagination about the countryside,forming a new rural local culture with unique characteristics.