从边缘到可见：银发网红的社会角色重构与积极老龄化实践

From Margin to Visibility: The Social Role Reconstruction of Silver-Haired Internet Celebrities and the Practice of Active Aging

摘要: 在人口老龄化与数字社会双重转型的交汇点上，银发网红现象的兴起，为观察老年群体如何在数字时代重新定位自身社会角色提供了一个具体而鲜活的切口。在一批老年人主动站到镜头前，从传统话语体系中的“被观看者”转变为内容的生产者。本研究基于积极老龄化视角，采用案例分析法和网络民族志法，考察抖音平台银发网红的传播实践。研究发现，这些老年创作者以非典型老年、情感型长者、老顽童、智慧长者等不同形象出现在公众视野中，一定程度上打破了媒体长期以来对老年人的标签化呈现。然而，随着资本的广泛介入，在商业利益驱动下的内容生产也开始出现主体性弱化、身份被代劳、内容模式化等问题，银发网红从边缘走向可见的过程中其主体性也逐渐被削弱。对此，研究认为银发网红的健康发展需要家庭层面的数字反哺、平台层面的制度规范以及老年人个体价值的实现三者共同发挥作用，才能使这一群体在数字社会中获得应有的文化位置。

Abstract: At the intersection of population aging and the dual transformation of digital society, the rise of silver-haired internet celebrities provides a concrete and vivid entry point for observing how older adults are repositioning their social roles in the digital age. A group of elderly individuals have proactively stepped in front of the camera, transitioning from being “the observed” within traditional discourse to becoming content producers. Drawing on the perspective of active aging, this study employs case analysis and online ethnography to examine the communication practices of silver-haired influencers on the Douyin platform. The findings reveal that these elderly creators present themselves to the public through diverse personas—such as atypical elders, emotionally resonant figures, playful oldsters, and wise elders—thereby challenging, to some extent, the long-standing stereotypical portrayals of older adults in the media. However, with the extensive involvement of capital, content production driven by commercial interests has begun to exhibit issues such as weakened subjectivity, the replacement of authentic identity by proxy performances, and content homogenization. As silver-haired influencers move from the margins to visibility, their agency is gradually being eroded. In response, this study argues that the healthy development of silver-haired influencers requires the joint efforts of intergenerational digital feedback at the family level, institutional regulation at the platform level, and the awakening of older adults’ own subjective consciousness. Only through these three dimensions can this group secure its deserved cultural position in digital society.