Affective Economies of Fandom: Emotional Labor and the Value Reconstruction of Declining Time-Honored Brands

Chen Qiu

doi:10.47297/wsprolaadWSP2634-786504.20250602

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Affective Economies of Fandom: Emotional Labor and the Value Reconstruction of Declining Time-Honored Brands

Volume 6, Issue 2

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Affective Economies of Fandom: Emotional Labor and the Value Reconstruction of Declining Time-Honored Brands
Affective Economies of Fandom: Emotional Labor and the Value Reconstruction of Declining Time-Honored Brands
Liaoning University of International Business and Economics, Dalian Liaoning 116000
Vol. 6, Issue 2, Pages: 25-30(2025)
Published：30 June 2025
DOI：10.47297/wsprolaadWSP2634-786504.20250602
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Chen Qiu.Affective Economies of Fandom: Emotional Labor and the Value Reconstruction of Declining Time-Honored Brands[J].Research on Literary and Art Development,2025,06(02):25-30.
DOI：

Chen Qiu.Affective Economies of Fandom: Emotional Labor and the Value Reconstruction of Declining Time-Honored Brands[J].Research on Literary and Art Development,2025,06(02):25-30. DOI： 10.47297/wsprolaadWSP2634-786504.20250602.

摘要

Abstract

This study investigates the transformative impact of fandom cultures within social media ecosystems on the value reconstruction of traditional brands

with a focus on the role of emotional labor and fan communities as co-creators. Facing challenges such as aging consumer bases

outdated brand narratives

and declining competitiveness in an era of globalization and digitization

time-honored brands have found unexpected pathways to revival through participatory fan practices. Leveraging digital platforms

fans engage in strategic emotional investments and labor—manifesting in content creation

cultural interpretation

and community governance—to collectively reshape brand heritage and authenticity. By integrating cross-disciplinary perspectives from affective economies

fan studies

and brand management

this research develops a novel platformized emotional labor framework encompassing three dimensions: stratified emotional production (hierarchical fan contributions)

negotiated authenticity (dynamic balance between commercialization and cultural preservation)

and algorithmic intermediation (platform governance shaping labor dynamics). Through comparative case analyses of Chinese and Western markets

the study reveals how platform architectures mediate emotional labor processes

enabling brands to transition from passive heritage guardians to active cultural innovators. The findings offer actionable insights for legacy brands navigating digital transformation

emphasizing the ethical co-management of fan communities and algorithmic environments to sustain both cultural relevance and commercial viability.

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references

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