Social Risks and Platform Governance in the Emotional Marketing of Elderly Influencers

随着中国老龄化社会的到来，老年人逐渐成为社会发展中不可忽视的重要群体。电商直播平台凭借门槛低、变现快的特点，在银发群体中掀起一股热潮。但是由于直播群体的庞大，银发网红为了争夺更多的关注，部分通过有意卖惨、利用愧疚感诱导消费、情感绑架等方式带货，这一现象已由个体演变为群体现象，因此本文采用参与式观察法，以情感传播理论作为洞悉视角，审视当前银发网红苦情营销策略所导致的社会问题，并从建立审核机制、完善追责制度、加强银发网红媒介素养教育等角度为电商平台提供可参考的治理路径。With the advent of an aging society in China, the elderly have gradually become an important and indispensable group in social development. E-commerce live-streaming platforms, with their low entry barriers and objective revenue generation capabilities, have sparked a craze among the elderly population. However, due to the large scale of the live-streaming audience, elderly influencers have resorted to various methods such as deliberately showing distress, exploiting feelings of guilt to induce consumption, and emotionally manipulating sales in order to attract more attention. This phenomenon has even evolved into a group phenomenon. Therefore, this article adopts the participatory observation method, using the theory of emotional dissemination as the insight perspective, to examine the social problems caused by the emotional marketing strategies of current elderly influencers, and proposes governance paths that can be referred to for e-commerce platforms from aspects such as establishing an auditing mechanism, improving accountability systems, and strengthening the media literacy education of elderly influencers.