算法视角下银发网红的数字影响与老年群体真实感知研究

The Elderly under Algorithm Perspective: Digital Influence of Silver-Haired Influencers and Real Perceptions of the Elderly

摘要: 在数字技术与人口老龄化深度交织的背景下，银发网红成为积极老龄化的重要实践形态。现有研究多聚焦网红主体的形象建构与平台市场化运作，却普遍忽视普通老年群体的真实感知。本文以数字平台经济环境为分析背景，旨在从普通老人视角探析银发网红带来的数字支持价值与其角色偏离问题。研究发现，银发网红为老年群体带来数字反哺、认知更新与精神慰藉等基础性支持，但在算法与商业因素影响下呈现三重角色偏离，并引发多重现实养老困境，折射出数字排斥、养老权益保障不足、代际认知差异等深层问题。文章提出具体治理路径，推动银发网红回归真实表达与养老民生本位。

Abstract: Against the intensifying interplay between digital technology and population aging, silver-haired influencers have emerged as an important practice of active aging. Most existing studies focus on image construction and market-oriented operation of such influencers, while largely overlooking the real perceptions of ordinary elderly people. From the perspective of digital platform economy, this paper explores the digital support value and role shifts of silver-haired influencers from the viewpoint of ordinary older adults. The study finds that they offer basic support to the elderly in digital feedback, cognitive renewal and spiritual comfort, yet show triple role shifts under the influence of algorithms and capital, resulting in practical elderly care dilemmas and reflecting deep-seated problems including digital exclusion, insufficient protection of elderly rights, and intergenerational cognitive differences. This paper proposes concrete governance measures to return silver-haired influencers to authentic expression and the wellbeing of elderly care.