抖音短视频中银发网红的身份建构

Identity construction of silver-haired Internet celebrities in short videos on Douyin

基于语用身份理论,以抖音短视频中银发网红发布的家庭场景短视频为语料,探讨银发网红的身份建构情况。研究发现:短视频中银发网红建构了多种家庭类身份(教导者、关爱者和调解者),较多的个人身份(倾诉者),以及少量的社会身份(产品宣传者)。银发网红的身份建构与短视频创作需求、老年人的家庭角色以及新媒体技术对老年人的影响等密切相关:首先,精彩多样的视频内容为建构丰富的身份奠定了基础;其次,老年人的家庭角色赋予了银发网红建构家庭类身份的主动性;最后,新媒体技术极大促进了老年群体在数字世界进行自我话语呈现与社会参与。

Based on the theory of pragmatic identity,the present study of short videos set in family scenes and released by silver-haired Internet celebrities on Douyin shows that in short videos,silver-haired Internet celebrities construct various family identities including instructors,caregivers and mediators,followed by many personal identities-talkers and a small number of social identitiesproduct promoters.Besides,the study finds that the identity construction of silver-haired Internet celebrities is closely related to short video creation needs,the family role of the elderly and the influence of new media technology on the elderly:firstly,the wonderful and diverse video content lays the foundation for constructing rich identities;secondly,the role of the elderly in the family gives the initiative of silver-haired Internet celebrities to construct their family identities;finally,new media technology has greatly promoted the self-discourse presentation and social participation of the elderly in the digital world.