媒介赋能与老年福祉：基于网络微短剧的银发经济商业模式创新研究

Media Empowerment and the Well-Being of Older Adults: Business Model Innovation in the Silver Economy through Micro-Dramas

摘要: 本研究以网络微短剧为载体，系统探讨了银发经济背景下的商业模式创新路径及其对老年群体的双重影响。研究发现，微短剧通过技术可供性实现老年数字包容，借助反刻板印象叙事促进老年主体性回归，并依托虚拟社群重塑社会资本，体现出显著的媒介赋能本质。在此基础上，商业模式的创新在于实现三重重构，即价值主张由“解决衰老”转向“服务活力”，生产传播由“为老年人生产”转向“与老年人共创”，价值捕获由产品利润拓展至生态价值。同时也揭示，微短剧在提升老年群体经济自主、心理愉悦与社会融入的同时，亦存在消费主义陷阱与算法“信息茧房”等异化风险。对此，研究提出规范福祉底线、重构算法逻辑等平衡策略，以促进微短剧产业健康发展，助力老年群体数字福祉的可持续提升。

Abstract: This study examines micro-dramas as a vehicle to systematically explore innovative business model pathways within the silver economy and their dual impact on older adults. The research finds that micro-dramas demonstrate a significant essence of media empowerment by facilitating digital inclusion for older adults through technological affordances, promoting the return of their agency via counter-stereotypical narratives, and reshaping social capital through virtual communities. Building on this foundation, business model innovation entails a triple reconstruction: the value proposition shifts from “addressing aging” to “serving vitality”; production and dissemination evolve from “producing for older adults” to “co-creating with older adults”; and value capture expands from product profit to ecological value. The study also reveals that while micro-dramas enhance economic autonomy, psychological well-being, and social integration among older adults, they concurrently pose alienation risks such as consumerist traps and algorithmic “information cocoons”. In response, the study proposes balancing strategies, including establishing regulatory bottom lines for well-being and restructuring algorithmic logic, to foster the healthy development of the micro-drama industry and support the sustainable enhancement of digital well-being for older adults.