老年人平台化数字劳动的参与机制研究

A Study of the Participation Mechanisms of Older Adults in Platformized Digital Labor

摘要: 当前我国正经历深度老龄化与数字化双重变革。越来越多老年群体通过短视频平台参与“刷视频赚钱”任务，以获取虚拟货币换取微薄收益。本文在数字劳动和媒介赋权理论框架下，采用网络民族志、文本分析等方法，研究老年人参与此类平台化数字劳动的过程与意义。研究发现，平台通过“任务–奖励”机制吸引老年人长时间观看短视频，但实际收益极低。老年人参与动机既包括经济需求，也包含社交、娱乐等多种因素。同时，这种数字劳动也为他们提供了新的社会参与空间和自我证明机会。最后，本文指出需要加强数字适老化建设和平台监管，帮助老年人识别风险，促进其积极融入数字社会。

Abstract: China is experiencing the dual transformation of rapid digitalization and deep population aging. Increasing numbers of older adults participate in short-video platforms that allow them to “earn money by watching videos,” where virtual currency can be exchanged for small monetary rewards. Drawing on theories of digital labor and media empowerment, this study uses online ethnography and textual analysis to examine the mechanisms and meanings of older adults’ participation in such platformized digital labor. The findings show that platforms attract older users through a “task-reward” mechanism that encourages prolonged video viewing, while the actual financial returns remain very low. Meanwhile, this activity provides them with new opportunities for social participation and self-expression. The study suggests strengthening age-friendly digital design and platform regulation to help older adults recognize potential risks and better integrate into the digital society.