【作者简介】杜鹏，中国人民大学人口与发展研究中心、老年学研究所教授，主要研究方向为老龄政策、人口与发展；马琦峰，中国人民大学社会与人口学院硕士研究生，主要研究方向为老龄政策、人口与发展。

【文章来源】《社会建设》2023年第2期

【内容提要】近年来，银发网红在各大网络平台快速走红并吸引了大量的社会关注。银发网红是指通过短视频等形式展现自身的行为、态度与特质，引发网民关注，取得较高热度的老年个人及团体。在老龄化与网络化交织并存的社会背景下，银发网红的出现有其合理性与必然性。整体而言，银发网红为老年人与外部社会、老年群体内部及不同代际群体间的良性互动带来了新的机遇，但在实践过程中也面临着资本异化行为、新的风险因素、错误内容引导、持续能力不足等挑战。对此，应当深刻把握积极老龄观的内涵，以客观的、全局的、发展的态度来看待银发网红，既要鼓励支持，更要扬长避短，调动政府、市场、社会、家庭及银发网红本人等主体积极性，合力破局、共迎挑战。

【关 键 词】银发网红，社会参与，积极老龄观，短视频

【基金项目】国家社会科学基金重大项目“实施积极应对人口老龄化国家战略”（21ZDA106）。

【全文链接】https://shjs.ruc.edu.cn/CN/Y2023/V10/I02/15

Silver Web Celebs: Origin, Opportunities, and Challenges

Du Peng Ma Qi-feng

Abstract: In recent years, silver web celebs have become popular on major online platforms and attracted alot of social attention. Silver web celebs refer to elderly individuals and groups that show their behaviors, attitudes,and traits through short videos and other forms, which attract the attention of netizens and achieve high popularity.Under the social background of the coexistence of aging and networking, the emergence of silver web celebs has itsrationality and inevitability. Overall, silver web celebs bring new opportunities for the positive interaction betweenthe elderly and the external society, within the elderly group and between different generation groups, but in thepractice process, they also face challenges such as capital alienation behavior, new risk factors, wrong contentguidance, and insufficient sustainable ability. In this regard, we should fully grasp the meaning of positive aging,with an objective, overall, development attitude to the silver web celebs. We should not only encourage and support,but also foster strengths and circumvent weaknesses, mobilize the enthusiasm of multiple subjects such as thegovernment, the market, society, families and silver web celebs themselves, to jointly break the situation and meetthe challenges.

Keywords: Silver Web Celebs; Social Participation; Positive Viewpoint on Aging; Short Video