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The Symbolic Politics of Virtual Idols: Identity Recognition and Brand Power Games in the Consumer Society

Year: 2025

Type: article

Abstract: This article focuses on the symbolic politics of virtual idols in the consumer society and explores the complex relationship between them and identity recognition as well as brand power. By analyzing the symbol encoding mechanism of virtual idols, the construction path of identity recognition, and the game strategy of brand power, this paper reveals how virtual idols have become cultural symbols and power carriers in the consumer society. Research findings reveal that the symbolic politics of virtual idols not only reflects the technological and cultural logics of the consumer society but also demonstrates the leading role of brand power in cultural production and dissemination.

Source: Global Media and Social Sciences Research Journal

DOI: 10.71465/gmssrj66

Author: Sixian Zhang

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W4413280692

FWCI:

Cites: 8

Cited by:

Related to: 10