符号互动论视域下短视频平台中“银发网红”与受众的互动现象研究
Research on the Interaction Path between “Silver-Haired Internet Celebrities” and Audience in Short Video Platform from the Perspective of Symbolic Interaction Theory

随着大数据、云计算、人工智能等新技术的应用，媒体技术自然随之迭代更新，短视频这一媒介平台经过了一系列迅速生长周期之后，不难发现短视频平台的创作内容正在逐渐由“流量为王”转变为“内容为王”的时代。不难看出，其实短视频平台上的受众，对于充斥着帅哥美女等年轻脸庞的创作者或许已经审美疲劳，中银发网红形象让人耳目一新，完全迎合了短视频平台用户受众的猎奇心理。银发网红的出现不仅颠覆了人们对于老年人的刻板印象，而且成为了连接“网络原住民”与“网络移民”的纽带，达到了跨越互联网受众群体中代际圈层的效果。本文从符号互动论视角出发，在响应当下积极老龄化的社会主旨背景下，探析短视频平台中“银发网红”的媒介实践。银发网红通过身份符号的塑造构建了与粉丝受众的互通体系，通过前台展示、互动共情等对粉丝受众达到圈粉效应。在当前社会积极老龄化的背景下对银发网红现象进行积极引导，保障其持续引领正向的社会效果。
With the application of new technologies such as big data, cloud computing and artificial intelligence, media technology is naturally updated iteratively. After a series of rapid growth cycles, it is not difficult to find that the creative content of short-vision platform is gradually changing from “traffic is king” to “content is king” era. It is not difficult to see that, in fact, the audience on the short video platform may have experienced aesthetic fatigue for creators full of handsome boys, beauties and other young faces, and the image of online celebrities in the BOC hair is refreshing, completely catering to the novelty-seeking psychology of the users of the short video platform. The emergence of silver-haired Internet celebrities not only subverts people’s stereotype of the elderly, but also becomes a link between “network aborigines” and “network immigrants”, and achieves the effect of crossing the intergenerational circle of the Internet audience. From the perspective of symbolic interaction theory, this paper probes into the media practice of “silver-haired network celebrities” in the short video platform under the background of the active aging society. Silver-haired online celebrities build a communication system with fans through the creation of identity symbols, and achieve fan effect through foreground display, interactive empathy, and so on. In the context of the active aging of the current society, we should actively guide the phenomenon of silver-haired online celebrities to ensure that they continue to lead a positive social effect.