Is Negative Representation More Engaging? The Influence of News Title Framing of Older Adults on Viewer Behavior

Grounded in framing theory, this study examines how news titles about older adults shape user engagement on a Chinese video-sharing platform. We analyzed 2,017 video news titles from 2016 to 2021, identifying nine frames. Negative frames produced higher views and shares, suggesting that negative portrayals garner attention and encourage further distribution. In contrast, positive frames led to more collections and rewards, reflecting viewer preference and financial support for favorable depictions. These findings underscore how framing aligns with ageism concerns and highlight the need for more balanced media portrayals of older adults.