银发浪潮下的数字叙事：中老年网络微短剧的文化逻辑与治理路径

Digital Narratives amidst the Silver Wave: Cultural Logic and Governance Paths of Online Micro-Dramas for Middle-Aged and Elderly Audiences

摘要: 网络微短剧的蓬勃兴起，既是数字技术深度嵌入日常生活的必然产物，也是新大众文艺在平台时代的典型表征。中老年群体从数字时代的边缘地带走向微短剧消费的中心场域，这一现象并非单纯的市场扩张所致，而是老龄化社会结构与平台化文化生产逻辑相互叠合的产物。研究以中老年网络微短剧为研究对象，考察其在平台化生产机制中的叙事特征、情感逻辑与文化功能。研究发现，中老年微短剧以家庭伦理、情感怀旧与身份逆袭为主要叙事类型，通过高密度的情绪供给与类型化的角色设定，为银发群体提供了一种情感代偿与准社会联结的文化空间。然而，这一新兴文化形态同时面临内容同质化、价值偏差与消费陷阱等结构性困境。本文提出，中老年微短剧的健康有序发展，需要从创作提质、平台适老、监管完善与数字反哺四个维度构建多元协同的治理框架。

Abstract: The booming rise of “Online Micro-Dramas” is not only the inevitable outcome of digital technology deeply embedded in daily life, but also a typical manifestation of new mass culture in the platform era. The transition of middle-aged and elderly groups from the margins of the digital age to the center field of short-form drama consumption is not merely driven by pure market expansion, but is the product of the intersection between an aging social structure and the logic of platformized cultural production. Taking short-form web dramas for middle-aged and elderly audiences as the research object, this study examines their narrative characteristics, emotional logic, and cultural functions within the mechanism of platformized production. The study finds that these short-form dramas primarily adopt narrative tropes such as family ethics, emotional nostalgia, and underdog counterattack (identity reversal). Through high-density emotional supply and typified character settings, they provide a cultural space of emotional compensation and parasocial connection for the silver demographic. However, this emerging cultural form simultaneously faces structural dilemmas such as content homogenization, value deviation, and consumption traps. This paper proposes that the healthy and orderly development of short-form dramas for the middle-aged and elderly requires the construction of a multi-agent synergistic governance framework from four dimensions: quality improvement in creation, age-friendly platform adaptation, regulatory perfection, and digital reverse socialization.