抖音拟亲属叙事中乡村老人数字信任的生成逻辑

The Formation Mechanism of Digital Trust among Rural Elderly People in Douyin’s Fictive Kinship Narratives

摘要: 随着短视频平台向乡村社会不断渗透，拟亲属叙事逐渐成为连接主播与乡村老年群体的重要传播策略，并催生出具有亲缘色彩的新型数字关系。本文以抖音平台中的拟亲属叙事为研究对象，探讨乡村老人数字信任的生成逻辑。研究发现，抖音通过算法推荐实现关系发现，通过拟亲属身份展演完成关系建构，并借助持续互动强化关系连接；乡村老人则基于差序格局的关系认知逻辑，在情感补偿需求与重复互动体验的共同作用下逐步形成数字信任。数字信任形成后进一步嵌入其日常生活实践，表现出情感陪伴、关系维系和信息参考等功能。研究表明，乡村老人数字信任并非对传统信任结构的替代，而是差序格局在数字媒介环境中的延伸与重组，体现了乡土社会关系逻辑在平台时代的新发展。

Abstract: With the continuous penetration of short-video platforms into rural society, fictive kinship narratives have gradually become an important communication strategy connecting content creators and rural elderly users, giving rise to a new form of digital relationship characterized by kinship-like intimacy. Taking fictive kinship narratives on Douyin as the research object, this study explores the formation mechanism of digital trust among rural elderly people. The findings indicate that Douyin facilitates relationship discovery through algorithmic recommendation, constructs relational connections through the performance of fictive kinship identities, and strengthens these connections through sustained interactions. Based on the relational logic embedded in the differential mode of association, rural elderly users gradually develop digital trust under the combined influence of emotional compensation needs and repeated interactive experiences. Once established, digital trust becomes embedded in their everyday lives and performs functions such as emotional companionship, relationship maintenance, and information reference. The study further demonstrates that digital trust among rural elderly users does not replace traditional trust structures; rather, it represents an extension and reconfiguration of the differential mode of association within the digital media environment, reflecting the new development of the logic of rural social relations in the platform era.