银发短剧的内容生产实践与价值建构研究

Research on Content Production Practice and Value Construction of Silver-Haired Short Dramas

摘要: 在数字文化产业向中老年群体持续渗透的背景下，以中老年受众为核心目标群体的“银发短剧”迅速兴起，已成为网络视听领域不容忽视的文化现象与重要市场增长点。银发短剧的流行并非偶然的流量现象，而是因其精准捕捉并回应了银发群体的情感需求，凭借高密度爽点设计、强情绪共鸣叙事与低认知接受门槛等内容策略，依托平台算法推荐实现了精准触达与高效商业变现。在价值层面，银发短剧助力积极老龄化、弥合数字鸿沟、满足情感慰藉，但也存在算法茧房、情感收割、内容参差不齐、导向偏差等问题。未来，银发短剧唯有坚守价值底线、彰显人文关怀，才能实现行业健康发展，助力银发经济与数字文化产业协同共进。

Abstract: Against the backdrop of the continuous penetration of the digital cultural industry into middle-aged and elderly groups, “silver-haired short dramas” targeting this demographic have emerged rapidly, becoming a noteworthy cultural phenomenon and a crucial market growth point in the online audio-visual sector. The popularity of silver-haired short dramas is not an accidental traffic phenomenon; rather, it stems from their precise capture and response to the emotional needs of the elderly population. Through content strategies such as high-density satisfying plot designs, narratives with strong emotional resonance, and low cognitive access thresholds, these dramas achieve precise audience reach and efficient commercial monetization via platform algorithmic recommendations. In terms of value construction, silver-haired short dramas facilitate active aging practices, bridge the digital divide, and fulfill emotional needs, yet they also face prominent issues including algorithm-induced information cocoons, emotional exploitation by capital, uneven content quality, and deviations in value orientation. Going forward, silver-haired short dramas must adhere to the bottom line of values and embody humanistic care to achieve healthy industry development and advance the coordinated progress of the silver economy and the digital cultural industry.