从消费者到生产者：媒介赋权视角下银发群体传播主体性研究

From Consumers to Producers: A Study on the Communicative Agency of the Silver-Haired Population from the Perspective of Media Empowerment

摘要: 在平台化传播加速扩张与人口老龄化持续加深的背景下，银发群体正由数字媒介中的边缘受众转向主动表达的内容生产者。本文以媒介赋权为核心视角，结合传播主体性、自我呈现与参与式文化理论，采用案例分析法，对抖音、小红书、B站等平台上的银发创作者进行类型化考察，重点分析其在表达实践、形象建构、关系连接与平台规训中的主体性生成逻辑。研究发现，平台技术的低门槛化与互动机制为银发群体进入公共传播空间提供了条件，其传播主体性主要表现为表达权提升、形象自塑、关系拓展与社会可见性增强；但与此同时，平台流量逻辑、商业运作与数字能力差异也对其主体性形成构成制约。由此，银发群体由内容消费者转向内容生产者，本质上是媒介赋权与平台规训交互作用下的有限主体化过程。

Abstract: Against the backdrop of the accelerating expansion of platform-based communication and the deepening trend of population aging, the silver-haired group is transitioning from marginalized audiences in digital media to proactive content producers. This paper adopts media empowerment as its core perspective, integrating theories of communication subjectivity, self-presentation, and participatory culture. Using a case study approach, it conducts a typological examination of silver-haired creators on platforms such as Douyin, Xiaohongshu, and BiliBili. The analysis focuses on the logic of subjectivity formation in their expressive practices, image construction, relational connections, and platform disciplining. The study finds that the low barriers to entry and interactive mechanisms of platform technologies provide conditions for the silver-haired group to enter public communication spaces. Their communication subjectivity is primarily manifested in enhanced expression rights, self-fashioned images, expanded relationships, and increased social visibility. However, simultaneously, the platform’s traffic logic, commercial operations, and disparities in digital competencies also impose constraints on the formation of their subjectivity. Thus, the shift of the silver-haired group from content consumers to content producers is, in essence, a process of limited subjectification shaped by the interplay between media empowerment and platform disciplining.