Innovaciones en trabajo social: Los blogueros de plata como estrategia mediática para reducir el aislamiento social entre las personas mayores
| Pages | 408-423 |
| Date | 01 May 2026 |
| Published date | 01 May 2026 |
| Author | Pang Shuwen |
| Subject Matter | Social Sciences |
Innovaciones en trabajo social: Los blogueros de plata
como estrategia mediática para reducir el aislamiento
social entre las personas mayores
Pang Shuwen
Lomonosov Moscow State University, Moscow, Russia.
E-mail: kellykeepgo@gmail.com; ORCID ID: https://orcid.org/0009-0005-1303-6568.
Resumen. El estudio tiene como objetivo proponer el uso de blogueros sénior
como estrategia mediática para reducir el aislamiento social entre las personas ma-
yores. Para ello, se realizó un análisis comparativo de experiencias en Rusia, China
y Kazajistán mediante una encuesta a expertos (n=15), grupos focales (12 grupos de
8 a 10 participantes cada uno) y una encuesta (N=287) que incorporó la Escala de
Soledad de UCLA, la Escala de Alfabetización Digital e instrumentos diseñados por
los autores. Se aplicaron métodos estadísticos no paramétricos junto con un análisis
temático de los datos cualitativos. Se encontró una correlación negativa signicativa
entre la frecuencia de creación de contenido digital y el nivel de soledad (ρ=–0,64,
p<0,001), que varió entre países: Rusia (ρ=–0,58), China (ρ=–0,71) y Kazajistán (ρ=–
0,43). Se identicaron tres modelos distintos de inclusión digital: Rusia: un modelo
gestionado institucionalmente, centrado en la autorrealización a través de programas
estatales; China: un modelo orientado al mercado, caracterizado por la competencia
natural entre los blogueros sénior; Kazajistán: modelo funcional básico que enfatiza la
competencia digital para el acceso a los servicios públicos. Los creadores de contenido
activos mostraron bajos niveles de soledad en el 64,4 % de los casos, en comparación
con el 20,5 % entre los creadores ocasionales. La interacción intergeneracional se co-
rrelacionó positivamente con la calidad de los blogs (ρ=0,69, p<0,001), especialmente
en el modelo chino (61 % de los casos con cocreación de contenido). La transición
del consumo pasivo a la creación activa de contenido es un factor importante para
reducir el aislamiento social y mejorar la satisfacción social entre las personas mayores.
La efectividad de las estrategias de medios depende de su alineación con la etapa de
inclusión digital y el contexto cultural e institucional, aspectos que deben considerar-
se al diseñar programas sociales para trabajar con adultos mayores.
Palabras clave: inclusión digital, interacción intergeneracional, alfabetización digital, niveles
de soledad, medios digitales.
Recibido: 03/11/2025 ~ Aceptado: 12/01/2026
INTERACCIÓN Y PERSPECTIVA
Revista de Trabajo Social
ISSN 2244-808X ~ Dep. Legal pp 201002Z43506
DOI: https://doi.org/10.5281/zenodo.19242469
Vol. 16 (2): 408 - 423 pp, 2026
Innovaciones en trabajo social: Los blogueros de plata como estrategia mediática para reducir
el aislamiento social entre las personas mayores 409
Vol. 16(2) mayo - agosto 2026/ 408 - 423
Innovations in social work: Silver bloggers as a media
strategy to reduce social isolation among older people
Abstract. e study aims to propose the use of silver bloggers as a media strat-
egy for reducing social isolation among older people. To attain this end, a comparative
analysis of experiences in Russia, China, and Kazakhstan was conducted using expert
survey (n=15), focus groups (12 groups of 8-10 participants each), and a question-
naire survey (N=287) incorporating the UCLA Loneliness Scale, the Digital Literacy
Scale, and author-designed instruments. Non-parametric statistical methods along with
thematic analysis of qualitative data were applied. A signicant negative correlation
was found between the frequency of digital content creation and the level of loneli-
ness (ρ=–0.64, p<0.001), varying across countries: Russia (ρ=–0.58), China (ρ=–0.71),
and Kazakhstan (ρ=–0.43). ree distinct models of digital inclusion were identied:
Russia – institutionally managed model focused on self-realization through state pro-
grams; China – market-oriented model characterized by natural competition among
granuencers; Kazakhstan – basic functional model emphasizing digital competence
for accessing public services. Active content creators showed low levels of loneliness in
64.4% of cases, compared with 20.5% among infrequent creators. Intergenerational in-
teraction was positively correlated with the quality of blogging (ρ=0.69, p<0.001), most
prominently in the Chinese model (61% of cases involving co-creation of content). e
transition from passive consumption to active content creation is an important factor in
reducing social isolation and enhancing social satisfaction among older people. e ef-
fectiveness of media strategies depends on their alignment with the stage of digital inclu-
sion and the cultural-institutional context, which should be considered when designing
social programs for working with senior adults.
Keywords: digital inclusion, digital media, intergenerational interaction, digital literacy,
loneliness levels.
INTRODUCTION
Demographic changes in the modern world are characterized by a signicant increase in the
share of older people in the population structure, creating new challenges for social well-being.
According to the United Nations, by 2050, the number of people over 60 will reach 2.1 billion
worldwide (United Nations, Department of Economic and Social Aairs, Population Division,
2019). Population aging poses serious challenges for national social security systems and for pro-
fessional social work (Chistyakov & Yastrebova, 2024; Isaakov & Oshmarin, 2024). e growing
number of elderly citizens is accompanied by an increased burden on social services, a shortage of
qualied specialists working with older people, and the need to develop innovative approaches to
the provision of social services (Begishev et al., 2024; Frumina & Galanov, 2024; World Health
Organization, 2025). Traditional models of social care, focused mainly on providing material
assistance and basic care, are proving insucient to meet the needs of modern seniors for social
activity, self-realization, and maintaining quality of life (Polezhaeva, 2024). Under these condi-
tions, the search for resource-ecient and scalable technologies of social work becomes especially
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