ABSTRACT
Objective
This study examines how one-way parasocial engagement with silver-haired influencers videos satisfies the emotional needs of youth followers. It also explores the symbolic deconstruction of age stereotypes and the translation of digital empathy into intergenerational communication.
Background
In contemporary China, intergenerational family ties remain important, yet geographic mobility, demanding study and work schedules, and platform-mediated communication are reshaping the conditions of youth-grandparent interaction. On Douyin, a China-based short-video platform characterized by algorithmic recommendation, creator-centered video production, and intensive youth engagement, youth followers encounter silver-haired influencers who present alternative images of aging. While older adults’ digital presence is growing, the role of one-way parasocial engagement in supporting emotional regulation, age-stereotype reconsideration, and offline intergenerational communication remains under-explored.
Methods
This qualitative study analyzed 132 videos from 44 silver-haired influencers (aged 60+) across various genres, and interviewed 23 Chinese youth followers (aged 18–25).
Results
The analysis generated three themes. Silver-haired influencers first provided low-pressure emotional reassurance that helped youth followers regulate anxiety before family communication. Their symbolic performances then encouraged participants to reconsider deficit-based assumptions about older adults. Finally, one-way parasocial engagement served as an empathy rehearsal space through which youth followers reported initiating or deepening conversations with grandparents.
Conclusion
Parasocial Older Adult Surrogacy emerges as a functional, non-reciprocal mediated process that supports participants’ reported re-engagement with existing family relationships.
Implications or Recommendations
Recognizing these parasocial viewing experiences as supportive emotional and symbolic resources can inform intergenerational understanding, family communication practice, and inclusive approaches to aging in contemporary platform societies.