The Circle Breakout of the Silver-haired Group —— Digital Integration, Visual Content Production, and Subjectivity Construction
Abstract
In recent years, the emergence of silver-haired internet celebrities on social media platforms has become a fascinating cultural phenomenon. Exploring the production of short videos by the silver-haired internet celebrities provides an important window to observe the digital integration of the silver-haired community. This paper takes a perspective of circle communication and constructs a communication path for the silver-haired community’s breakthrough based on the grounded theory. The research reveals that driven by external forces such as media empowerment, capital valuation, and empowerment of diverse actors, the silver-haired community utilizes narrative techniques within the context of daily life, personalized communication styles, and visual body expressions to produce visually appealing content, attracting and engaging their circle members, and promoting cross-circle communication through ritual interactions.
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