电商直播场域中城市空巢老年群体社会疏离的纾解机制研究

A Study on Mitigation Mechanisms for Social Alienation among Urban Elderly Empty-Nesters in E-Commerce Live Streaming Context

摘要: 本文以城市空巢老年群体的社会疏离现象为问题导向，通过“数字反哺”的视角，深入分析作为新兴数字业态的电商直播对该群体社会互动的影响，尝试探索出能够纾解社会疏离问题的有效策略。研究发现城市空巢老年群体面临空间隔离和关系断裂的双重困境，技术排斥和角色剥离加剧了其社会疏离感。而电商直播的兴起为数字反哺提供了新平台，通过代际能力差异与情感互补、技术适配度与平台适老化支持，能够实现工具性反哺和情感性反哺。这种反哺机制不仅能够传递数字能力，还将重构代际关系，增强城市空巢老年群体的社会联结。基于此，本文提出了以社会关系重塑破解社会疏离问题的纾解机制，助力城市空巢老年群体正确消解社会疏离危害，为构建老年友好型社会提供参考依据。

Abstract: This study adopts the social alienation phenomenon among urban empty-nesters as its problem orientation. Through the lens of “digital reverse mentoring”, it conducts an in-depth analysis of the impact of e-commerce live streaming—an emerging digital business format—on the social interactions of this group, attempting to explore effective strategies to alleviate the problem of social alienation. The research findings reveal that urban empty-nesters face a dual predicament of spatial segregation and relational fractures, where technological exclusion and role displacement further exacerbate their sense of social alienation. Concurrently, the rise of e-commerce live streaming provides a novel platform for digital reverse mentoring. By leveraging intergenerational competency disparities and emotional complementarity, coupled with technological adaptability and platform-based age-friendly support, it facilitates both instrumental mentoring and emotional mentoring. This reverse mentoring mechanism not only transmits digital competencies but also reconstructs intergenerational relationships, thereby strengthening the social connectivity of urban empty-nesters. Building on this foundation, the study proposes a mitigation mechanism centered on social relationship reconstruction to address the problem of social alienation. This aims to assist the urban empty-nesters in appropriately mitigating the harms of social alienation and provide reference for fostering an age-friendly society.