Abstract
In the era of artificial intelligence, virtual idols have rapidly emerged as a new cultural phenomenon. Positioned at the intersection of technological culture, idol culture, and anime culture, virtual idols have garnered significant popularity among younger generations. Unlike traditional idols, the identity, activities, and fame of virtual idols depend heavily on user-generated content. Under the influence of technological imagination, virtual idols display characteristics of authenticity, versatility, uniqueness, and approach ability, fostering close connections with fan communities. Fans coalesce from individuals into distinct groups, forming specialized communities commonly referred to as “fandom.” Emotional creations by these fans can be seen as a form of affective labor within the context of the digital economy. This labor is often absorbed and converted into capital by the virtual idol industry, contributing to surplus value. However, it is notable that the virtual idol industry does not provide substantive compensation for the labor contributed by its fans. Against this backdrop, the industry not only exploits fan labor to the greatest extent but also does so covertly. This study focuses on Chinese fan groups associated with virtual idols’ “fandom,” utilizing interviews with twenty fans, non-participatory observations, and coding analysis. The objective is to explore the transition of fan labor from “affective labor” to “digital emotional exploitation.” This transformation demonstrates how fans—while contributing affective labor—are subjected to the control of platform operators, further diminishing their subjective agency. Since this process is driven by fans’ autonomous choices, it provides significant traffic and economic value to capital.
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
Virtual idols， Fandom，Affective labor， Emotional exploitation
