Proceedings of the 3rd International Conference on Culture, Design and Social Development (CDSD 2023)

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Analyzing GrandInfluencers on Douyin: Thematic Trends and Communication Tactics in Online Discourse

Authors
Jia Mao1, Qiuyuan Li2, Mingxuan Du2, Zhen Wu3, Wenrui Liang3, *
1Beijing Institute of Technology, Zhuhai College, Zhuhai, Guangdong, 519088, China
2National University of Malaysia, Selangor, 43600, Malaysia
3University of Malaya, Kuala Lumpur, 50603, Malaysia
*Corresponding author. Email: 1697458702@qq.com
Corresponding Author
Wenrui Liang
Available Online 26 March 2024.
DOI
10.2991/978-2-38476-222-4_21How to use a DOI?
Keywords
DOUYIN Platforms; GrandInfluencers; Thematic Categories; Communication Strategies
Abstract

For a long time, the elderly population may have been relatively overlooked in the development of technology. Nowadays, they express themselves through short video platforms, demonstrating acceptance and use of new technologies, leading to the rise of GrandInfluencers. This study addresses two research questions: firstly, what are the thematic categories of short videos featuring GrandInfluencers? Secondly, what are the communication strategies employed by GrandInfluencers? Ultimately, our research identifies three thematic categories for short videos featuring GrandInfluencers and six communication strategies used by them. The results of this study contribute to defining and delineating the concept of GrandInfluencers for the academic community. Additionally, it provides practical guidance for the industry in creating various types of GrandInfluencers and developing effective communication strategies.

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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Volume Title
Proceedings of the 3rd International Conference on Culture, Design and Social Development (CDSD 2023)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
26 March 2024
ISBN
10.2991/978-2-38476-222-4_21
ISSN
2352-5398
DOI
10.2991/978-2-38476-222-4_21How to use a DOI?
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.

Cite this article

risenwbib
TY  - CONF
AU  - Jia Mao
AU  - Qiuyuan Li
AU  - Mingxuan Du
AU  - Zhen Wu
AU  - Wenrui Liang
PY  - 2024
DA  - 2024/03/26
TI  - Analyzing GrandInfluencers on Douyin: Thematic Trends and Communication Tactics in Online Discourse
BT  - Proceedings of the 3rd International Conference on Culture, Design and Social Development (CDSD 2023)
PB  - Atlantis Press
SP  - 178
EP  - 185
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-222-4_21
DO  - 10.2991/978-2-38476-222-4_21
ID  - Mao2024
ER  -