“积极老者”:银发网红的现实图景、生存与发展

大众传播媒介迅速发展的同时,我国人口老龄化进程也在加速,互联网持续向高龄人群渗透,越来越多的"银发族"积极参与到互联网浪潮之中。目前,我国人口老龄化现象日趋严重,积极老龄化政策已然成为了国家应对人口老龄化、构建和谐社会的重要举措。基于此,本文从积极老龄化政策背景下提出了"积极老者"的概念,认为"银发网红"是改变刻板印象的矫正者、消减代际隔阂的推动者、推动社会发展的参与者。银发网红在发展的同时也出现了与积极老龄化内涵不相符、经济利益驱动下自我迷失的问题。银发网红现象的引导与规范离不开政府、媒介平台、银发网红自身的协同努力,政府要加强规制力度,媒介平台要强化主体责任,银发网红要增强优质内容产出及提高自身媒介素养。

with the rapid development of mass media,the aging rate of China’s population is also accelerating.The Internet continues to penetrate into the middle,high and young age groups,and more and more elderly actively participate in the Internet wave.At present,the phenomenon of population aging in our country is becoming more and more serious,and the active aging policy has become an important measure for the country to deal with population aging and building a harmonious society.Based on this,this article puts forward the concept of"active elderly"from the background of the active aging policy.It is believed that elderly video stars are the correctors of changing stereotypes,the promoters of reducing intergenerational barriers,and the participants of promoting social development.While the development of elderly video stars,the problem of inconsistency with the connotation of active aging and self-lost driven by economic interests has also emerged.The guidance and regulation of the elderly video stars phenomenon is inseparable from the coordinated efforts of the government,media platforms,and elderly video stars.The government must strengthen regulation,media platforms must strengthen the main responsibility,and elderly video stars must increase the output of high-quality content and improve their own media literacy.