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| The Mechanism, Alienation Phenomena, and Advanced Exploration of the Emotional Economy in the Digital Age |
| SU Yu-bo, LI Hao |
| School of Marxism, Xi'an Jiaotong University, Xi'an, Shaanxi 710049 |
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Abstract In the digital age, the emotional economy is rapidly emerging and maintaining a strong growth trajectory, offering people accessible ways to alleviate life pressures, fulfill psychological needs, and pursue higher-level spiritual enjoyment. The emotional economy refers to a new economic form that prioritizes the emotional demands of social subjects, stimulates consumption desires through emotional communication, and enables individuals to obtain strong sense of differentiation, happiness, and comfort from the consumption process. The emergence of the emotional economy reflects people's attempts to compensate for psychological loneliness, construct a quality life aesthetic, and temporarily escape group anxiety through emotional consumption behaviors. However, under the subtle influence of capital logic, the emotional economy in the digital age has gradually exhibited alienating trends such as “manufacturing a sense of superiority” “fueling desire for limited-edition items” “hijacking dopamine” and “co-opting attention”. These trends manifest as risks, including substituting rational choice with a fabricated sense of belonging, treating symbols as the sole measure of consumption, viewing happiness as a means of private proliferation, and confining perspectives within limited discourse agendas. Therefore, to achieve advanced development in the digital age's emotional economy, targeted strategies such as emphasizing value orientation, exploring diverse forms, clarifying legal boundaries, and optimizing developmental foundations are necessary to resist the disciplinary power of capital. This will enable the emotional economy to achieve high-quality development and meet people's aspirations and pursuits for a better spiritual life.
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Received: 29 June 2025
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2025, Vol. 42 
