Innovations in social work: Silver bloggers as a media strategy to reduce social isolation among older people
Keywords:
digital inclusion, digital media, intergenerational interaction, digital literacy, loneliness levels
Abstract
The study aims to propose the use of silver bloggers as a media strategy 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 questionnaire 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 significant negative correlation was found between the frequency of digital content creation and the level of loneliness (ρ=–0.64, p<0.001), varying across countries: Russia (ρ=–0.58), China (ρ=–0.71), and Kazakhstan (ρ=–0.43). Three distinct models of digital inclusion were identified: Russia – institutionally managed model focused on self-realization through state programs; China – market-oriented model characterized by natural competition among granfluencers; 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 interaction 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). The transition from passive consumption to active content creation is an important factor in reducing social isolation and enhancing social satisfaction among older people. The effectiveness of media strategies depends on their alignment with the stage of digital inclusion and the cultural-institutional context, which should be considered when designing social programs for working with senior adults.
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References
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Goonasekera, M. & Goonasekera, S. (2024). “What’s your aging story? How digital storytelling can change the way we look at aging”. University of Toronto Journal of Public Health, 5 (1), 1-8. https://doi.org/10.33137/utjph.v5i1.44247
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McGrath, L. (2018). “Achieving visibility: Midlife and older women’s literate practices on Instagram and blogs”. Literacy in Composition Studies, 6 (2), 94-116. https://doi.org/10.21623/1.6.2.7
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Nikolaeva, E., Kotliar, P. & Nikolaev, M. (2023). “Revisiting traditional educational practices in the age of digitalization”. Revista on line de Politica e Gestao Educacional, 27 (00), e023057. https://doi.org/10.22633/rpge.v27i00.18527
Okhremenko, I., Vasyukov, V., Shapauov, A., Kochetkov, E. & Panova, E. (2024). “Bridging social gaps with AI: Improving access to specialized language terminology”. Interaccion y Perspectiva, 15 (1), 98-108. https://doi.org/10.5281/zenodo.14031159
Olsson, T. (2020). “Who actually becomes a silver surfer? Prerequisites for elderly digital engagement”. Journal of Gerontology & Geriatric Research, 9 (3), 1000456.
Otrokov, O., Kovalenko, A., Stepanova, G., Gayazova, S., Sergin, A. & Shelygov, A. (2023). “Role of education and politics in the formation of a public socio-educational space of human self-expression”. Revista Conrado, 19 (92), 485-490.
Panova, E., Bashkirova, K., Lobanova, J., Otts, E. & Yakushkina, N. (2025). “The transformation of family role in the modern socio-cultural space”. Interaccion y Perspectiva, 15 (3), 708-718. https://doi.org/10.5281/zenodo.16910800
Pavlova, I. V. (2024). “Development of digital technologies in corporations”. Economic Problems and Legal Practice, 20 (2), 247-253. https://doi.org/10.33693/2541-8025-2024-20-2-247-253
Pashkurov, A., Tarasov, I. & Qiao, K. (2025). “Deep cultural structures of the enlightenment movement and their role in modern social transformation”. Revista Universidad y Sociedad, 17 (5), e5420.
Pecorini, B. C. & Duplàa, E. (2023). “Digital narrative gerontology as bridges between generations to improve well-being, learning, and shared experiences”. Innovation in Aging, 7 (S1), 240. https://doi.org/10.1093/geroni/igad104.0789
Polezhaeva, N. А. (2024). “The coverage of pension savings plans in the OECD countries”. Lobbying in the Legislative Process, 3 (1), 31-42. https://doi.org/10.33693/2782-7372-2024-3-1-31-42
Reuter, A., Scharf, T. & Smeddinck, J. D. (2021). “Content creation in later life: Reconsidering older adults’ digital participation and inclusion”. Proceedings of the ACM on Human-Computer Interaction, 4 (CSCW3), 257. https://doi.org/10.1145/3434166
Russell, D. W. (1996). “UCLA Loneliness Scale (Version 3): Reliability, validity, and factor structure”. Journal of Personality Assessment, 66 (1), 20-40. https://doi.org/10.1207/s15327752jpa6601_2
Ryabchikova, V., Sinitsyna, I., Zhabchik, S. & Telezhko, I. (2025). “Professional socialization of students using social media tools”. European Journal of Contemporary Education, 14 (3), 293-303. https://doi.org/10.13187/ejced.2025.3.293
Shebzukhova, L., Okhtov, A., Sokolskaya, M. & Strandstrem, E. (2023). “Impact of simulation education on the development of professional skills of students: future medical and social workers”. Revista on Line De Política E Gestão Educacional, 27 (00), e023027. https://doi.org/10.22633/rpge.v27i00.18193
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Published
2026-03-27
How to Cite
Shuwen, P. (2026). Innovations in social work: Silver bloggers as a media strategy to reduce social isolation among older people. Interacción Y Perspectiva, 16(2), 408-423. https://doi.org/10.5281/zenodo.19242469
Section
Artículos de Investigación
