SELF PRESENTATION ON DOUYIN AMONG ELDERLY IN CHINA AND ITS IMPACT TOWARDS THEIR WELL-BEING

Abstract

‘Digitalization’ and ‘Aging’ are two major trends that cannot be ignored in the current world. Social media platforms, such as Douyin, have become an ideal stage for the elderly to engage in online self-presentation. Drawing on self-presentation and the Uses and Gratifications theories, this study conducted in-depth interviews with the 15 elderlies in China that are aged 60 and above to explore their self-presentation behaviors on Douyin. The collected data were subsequently subjected to thematic analysis. This study found that elderly self-presentation behaviors on Douyin include front-stage performance, backstage performance, and impression management. Furthermore, regarding elderly’s motivations for self-presentation on Douyin, findings revealed three themes: passing time and entertainment, technological empowerment, and peer pressure. It is worth noting that for peer pressure, this study innovatively discovered the influence of traditional Chinese cultural values (Guanxi, Keqi, and Mianzi) on the self-presentation of the elderly in China. Lastly, this research also indicated that self-presentation among the elderly on Douyin can enhance their subjective and psychological well-being. The focus on the elderly highlights concern for vulnerable groups, especially amidst rapid digitalization and the promotion of active aging by the government and various societal sectors, emphasizing the significance and practical value of this study. The findings may also help younger generations develop a more balanced and objective view of the elderly, fostering a more optimistic attitude toward their own aging process.