技术赋权、情感劳动与消费异化——虚拟偶像的建构逻辑、现实困境及其治理研究

Technology Empowerment,Emotional Labor and Consumption Alienation——Research on the Construction Logic,Realistic Dilemma and Governance of Virtual Idol

在“技术-资本”逻辑的双重作用下,获得“技术赋权”的虚拟偶像粉丝群体仍旧被资本把持的符码逻辑裹挟,并通过大规模、高质量的情感劳动不断丰富“拟真拜物教”制造的审美幻象,加剧了将个体物化、商品化的欲望和冲动,引发一系列社会问题和心理效应。为此,剖析虚拟偶像建构核心要素、粉丝文化实践的深层逻辑,及其繁荣表象之下的伦理困境和现实难题,从文化引领、监管机制、行业自律三方面提出了净化行业生态、优化大众的媒介体验和审美方式的治理策略。

Under the dual role of“technology-capital”logic,the virtual idol fan groups who have obtained“technological empowerment”are still trapped by the code logic controlled by capital,and constantly enrich the aesthetic illusion created by“simulation fetishism”through large-scale and high-quality emotional labor,which intensifies the desire and impulse to objectify and commercialize individuals,causing a series of social problems and psychological effects.This paper analyzes the core elements of virtual idol construction,the deep logic of fan culture practice,as well as the ethical dilemmas and practical problems under the appearance of prosperity,and puts forward governance strategies to purify the industry ecology and optimize the public’s media experience and aesthetic mode from three aspects:cultural guidance,supervision mechanism and industry self-discipline.