人口老龄化背景下虚拟主播的人际传播机制研究

Research on the Interpersonal Communication Mechanism of Virtual Streamers in the Context of Population Aging

摘要: 在人口老龄化持续发展与数字媒介不断普及的背景下，虚拟主播开始进入老年群体的信息获取、休闲陪伴与网络消费场景。与真人主播相比，虚拟主播在形象设定、语言风格与互动节奏上更易保持一致，也更便于围绕特定受众进行持续化调整。本文以老年群体为考察对象，从媒介接触条件、关系形成逻辑与现实作用后果三个层面分析虚拟主播的人际传播机制。研究发现，虚拟主播对老年受众的影响并不主要来自技术新奇，而是在长期接触过程中，通过稳定形象、陪伴式表达与重复互动逐渐积累熟悉感与信任感，并进一步影响其信息接受、情绪体验与消费判断。这种传播在缓解信息理解障碍、提供日常交流感方面具有一定积极意义，但也伴随着情感依赖、信息误信与商业诱导等风险。基于此，本文认为，应从适老化传播设计、平台治理完善与家庭社区支持协同等方面加以优化，使虚拟主播更稳妥地嵌入老年传播场景。

Abstract: Against the backdrop of population aging and the continued diffusion of digital media, virtual streamers have gradually entered older adults’ scenarios of information acquisition, everyday companionship, and online consumption. Compared with human streamers, virtual streamers can maintain greater consistency in visual identity, verbal style, and interaction rhythm, and can be more easily adjusted for specific audiences. Focusing on older adults, this paper examines the interpersonal communication mechanism of virtual streamers from three aspects: conditions of media contact, the formation of relational ties, and practical consequences. The study finds that the influence of virtual streamers on older users does not primarily stem from technological novelty. Rather, through stable character design, companionship-oriented expression, and repeated interaction, they gradually build familiarity and trust, which then affect information reception, emotional experience, and consumption judgment. Such communication may help reduce barriers to information understanding and provide a sense of everyday connection, but it may also generate risks such as emotional dependence, misinformation, and commercial inducement. Accordingly, this paper argues that age-friendly communication design, stronger platform governance, and coordinated family-community support are all necessary if virtual streamers are to better serve older adults in an aging society.