Short Video Production Strategy and Dilemma of Silver-haired online celebrity——Take four silver-haired online celebrity bloggers on the Aauto Quicker platform as an example

DOI

10.2991/978-2-38476-319-1_64How to use a DOI?

Keywords

digital wave; Elderly groups; Silver hair online celebrity; Online celebrity economy; Short video platform

Abstract

Spring silkworms are not old, and the setting sun is red. At the beginning of its birth, short videos were favored by people aged 10 to 70 with their strong emotional mobilization ability, low threshold, low-cost access mode and fragmented browsing. With the rapid development of the digital age and the maturity of 5G technology, more and more elderly people are coming into contact with the Internet. In order to prevent the elderly people from becoming marginalized by the new media wave, all social forces help them to participate in digital life deeply. More and more silver-haired online celebrity has attracted attention on short video platforms, which has broken the society's inherent cognition of the elderly group. They appear in the audience's field of vision with brand-new identity tags on the online platform, share their life experiences, teach professional knowledge, show their personal image and talents, bring joy to the audience with popular jokes, and gain a lot of fans’ attention. This group is also called silver-haired online celebrity by netizens. Silver-haired online celebrity, while consuming short videos, has changed from a viewer to a gazer, becoming a symbol carrier in the digital age, effectively narrowing the digital gap between age groups and becoming a unique landscape in online celebrity's economic market.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Muze Li
PY  - 2024
DA  - 2024/12/14
TI  - Short Video Production Strategy and Dilemma of Silver-haired online celebrity——Take four silver-haired online celebrity bloggers on the Aauto Quicker platform as an example
BT  - Proceedings of the 2024 6th International Conference on Literature, Art and Human Development (ICLAHD 2024)
PB  - Atlantis Press
SP  - 552
EP  - 563
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-319-1_64
DO  - 10.2991/978-2-38476-319-1_64
ID  - Li2024
ER  -