6卷 第2期
Liaoning University of International Business and Economics, Dalian Liaoning 116000
纸质出版日期：2025-06-30
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(2025). Affective Economies of Fandom: Emotional Labor and the Value Reconstruction of Declining Time-Honored Brands. 文艺发展研究（英文版）, 6(2), 25-30.
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.
(2025). Affective Economies of Fandom: Emotional Labor and the Value Reconstruction of Declining Time-Honored Brands. 文艺发展研究（英文版）, 6(2), 25-30. DOI： 10.47297/wsprolaadWSP2634-786504.20250602.
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.
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outdated brand narratives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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