破茧与新生：数字鸿沟视域下“银发网红”的展演

Breaking the Cocoon and Rebirth: The Performance of “Silver-Haired Influencers” from the Perspective of Digital Divide

摘要: 数字媒介的兴盛使得传统意义上的“数字鸿沟”在一定程度上得到了弥合，此前被认为是“数字难民”的老年群体逐渐接触电子设备，接触社交媒体，他们在平台上发表意见，分享生活，走向网络话语舞台中心，网络上纷纷涌现出一批“银发网红”，呈现出独特的文化景观。本文主要以“数字鸿沟”为框架，结合戈夫曼的拟剧理论，对近期活跃在抖音平台的部分“银发网红”的展演策略、自我呈现形式以及后续运营情况进行分析，用以理解在面对互联网更迭时，先前落后于时代大潮的老年群体是如何经历觉醒，主动接触媒介，又是如何在社交媒体的可供性基础上构建自身形象，获得粉丝的普遍关注，最终成为社群的意见领袖，更有甚者出现了“破圈”之势。研究认为，社交媒体弥合了数字鸿沟，使老年群体有更多机会接触互联网，社交媒体成为了他们发声、传递话语、传播正能量的平台，在维持博主与粉丝之间连结的过程中，情感占据了重要的一部分。

Abstract: The rise of digital media has bridged the traditional “digital divide” to a certain extent, and the elderly group, who were previously considered “digital refugees”, have gradually come into contact with electronic devices and social media, and they have expressed their opinions on the platform, shared their lives, and moved to the center of the online discourse stage. Based on the framework of the digital divide and Goffman’s dramaturgical theory, this paper analyzes the performance strategies, self-presentation forms and subsequent operations of some “silver-haired Internet celebrities” who have recently been active on the Douyin platform, so as to understand how the elderly who were previously lagging behind the tide of the times experience awakening and actively engage with the media in the face of the Internet change, and how they build their own image based on the affordance of social media, gain the general attention of fans, and finally become the opinion leaders of the community, and even more so “Breaking the circle”. According to the study, social media bridges the digital divide and gives older people more access to the Internet, and social media has become a platform for them to speak, convey words and spread positive energy, and emotions play an important part in maintaining the connection between bloggers and fans.