老龄化背景下农村老年精神养老的情感传播实践

The Emotional Dissemination Practice of Elderly Mental Care in Rural Areas under the Background of Aging

摘要: 本文以农村老龄化加剧、老年精神养老服务供给不足为背景，结合短视频传播与乡村振兴战略，聚焦抖音爆款视频，探究数字媒介赋能农村老年精神养老的情感传播逻辑。研究发现爆款视频通过经典叙事框架、具象符号系统与本土化话语策略，精准回应了农村老龄化下老年群体的精神需求缺口，构建了低门槛、高共鸣的精神养老情感传播路径；受众评论形成情感共鸣、价值认同、实践意向的多维反馈，反映了社会对农村老年精神养老的普遍期待，同时反思了以“网红慈善”为代表的情感传播模式在可持续性与现实对接方面的局限。研究表明短视频可作为农村精神养老的创新传播载体，实现从个体情感连接到集体认同、从内容传播到养老服务实践的转化，为农村老龄化治理与精神养老服务优化提供实证参考。

Abstract: Based on the phenomenon of rural aging and the insufficient supply of elderly mental care services, combined with the dissemination of short videos and the rural revitalization strategy, this paper focuses on the popular short videos on Douyin to explore the emotional communication logic of digital media empowering rural elderly mental care. The research finds that the popular videos precisely respond to the spiritual needs gap of the elderly group under rural aging through classic narrative framework, concrete symbol system and localized discourse strategy, and have constructed a low-barrier and highly resonant emotional communication path for rural elderly mental care. The audience comments form multi-dimensional feedback such as emotional resonance, value identification and practical intention, reflecting the general expectations of society for rural elderly mental care. At the same time, it reflects on the limitations of the emotional communication model represented by “internet celebrity charity” in terms of sustainability and practical connection. The research shows that short videos can be used as an innovative communication carrier for rural mental care, achieving the transformation from individual emotional connection to collective identification, from content dissemination to service practice, providing empirical references for the governance of rural aging and the optimization of mental care services.