Research on Cultural Consumption of Urban Elderly Groups Under the Multimodal “New Media+”—Illustrated by the Example of Shanghai

In recent years, the provision of high-quality elderly care services for an ageing society has become more important in China’s social developments. As an indispensable part of the process, meeting the spiritual life needs of the elderly groups has received increasing attention. Taking Shanghai, an international metropolis with diverse forms of cultural consumption and high cultural consumption demand, as an example, this paper examines the modalities of combining coffee culture with cultural consumption of middle and old age groups, taking coffee consumption of old age groups as a research object and finding that: Firstly, coffee consumption combined with new media presents multimodal coffee consumption, which promotes the multi-level popularity of coffee culture. Secondly, coffee consumption can meet the spiritual needs of Shanghai middle-aged and elderly groups such as socialization and the inheritance of coffee culture to a certain extent. The cultural consumption of coffee consumption provides an important reference for the international elderly care service in Shanghai.

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