Content Analysis of the Self-Presentation of Silver Influencers on Douyin Platform

Short video platforms are increasingly becoming important social interaction spaces for the elderly. Through these platforms, they receive information and engage in self-presentation and image construction, profoundly impacting their self-cognition, identity, and mental health. This paper focuses on elderly individuals who are highly active and influential on these platforms, commonly referred to as “silver influencers”. By analyzing the content of their Douyin short videos, this paper aims to understand the self-presentation characteristics of the elderly, reshape the deeper understanding of their media image, and actively respond to aging.