虚拟情感消费的传播政治经济学批判——以虚拟“她消费”为例的考察  

A Critique of Virtual Emotional Consumption in the Perspective of the Political Economy of Communication Based on Virtual“She-conomy”

作　　者：杨嵘均 谢芷珺 YANG Rongjun;XIE Zhijun(School of Marxism,East China Normal University,Shanghai 200062,China;Theoretical Research Center of Marxism,East China University of Political Science and Law,Shanghai 201620,China)

机构地区：[1]华东师范大学马克思主义学院,上海200062 [2]华东政法大学马克思主义理论研究中心,上海201620

出　　处：《云南师范大学学报(哲学社会科学版)》2025年第2期52-62,共11页Journal of Yunnan Normal University:Humanities and Social Sciences Edition

基　　金：国家社会科学基金一般项目“网络符号消费的传播政治经济学批判研究”(20BZZ002)。

摘　　要：“乙女游戏”“陪玩陪聊”等虚拟“她消费”已成为一股时新潮流,因其主要消费群体为女性,并且其消费场所主要是在网络虚拟空间,所以将其称为虚拟“她消费”。作为性别消费的一种社会表征,是女性通过符号展演表达情感需求的途径,在形式上表现为一种赛博格化的符号消费现象——它体现以提供情感服务为代表的虚拟化的、符号化的、商品化的虚拟情感消费,其在本质上则是受资本操控的、以生产“伪情感”为手段的情感资本化。如果从传播政治经济学批判的角度看,虚拟“她消费”实际上是在资本操纵和裹挟下被作为情感消费的增殖手段,其极易加深消费异化和情感异化。为避免陷入情感乌托邦,必须在了解以虚拟“她消费”为典型消费特征的情况下,正确认识虚拟情感消费的本质。通过构建理性表达情感的社会渠道,让人们回到正常的、健康的、理性的而且是自我认同和情感认同的生活状态中。The virtual“She-conomy”,represented by“Otome games”,“paid companionship for gaming and chatting”and the like,has become a fashionable trend,and why it has got this term is because its primary consumer group is female and its customer site is mainly in the virtual online space.As a social manifestation of gendered consumption,the virtual“She-conomy”serves as a means for women to express their emotional needs through symbolic performances.It manifests as a cyborg-like phenomenon of symbolic consumption in form,but essentially embodies virtual emotional consumption:virtualized,symbolized and commercialized emotional consumption that is manipulated by capital and involves the capitalization of emotions through the production of“pseudo-emotions”.Through a critique in the perspective of the political economy of communication,the virtual“She-conomy”is actually used as a means of value-added emotional consumption under the manipulation and coercion of capital,which can easily deepen consumption alienation and emotional alienation.Therefore,to avoid falling into an emotional utopia,we must correctly understand the essence of virtual emotional consumption,with the virtual“She-conomy”as a typical consumption characteristic.By establishing social channels for rational emotional expression,we can help people return to a normal,healthy,rational and self-identified life state with emotional recognition.

关 键 词：虚拟情感消费 虚拟“她消费” 符号展演 情感异化 传播政治经济学批判 

分 类 号：G206[文化科学—传播学]