The Active Provision of Surplus Value in the Perspective of Emotional and Cognitive Capital in the Internet Era - Based on the Virtual Idol Industry

This article examines how capital captures surplus value through emotional and cognitive capital in the age of Internet. The article points out that amid economic downturn, people pursue idealized lives in the virtual world to relieve the pressure of reality. Virtual idols and anime characters have become emotional anchors, and fans enhance the popularity of the characters through social interactions, thereby expanding the market for consumer goods. The integration of brands and networks enhances the overall user experience, prompting consumers to pay a premium for superior experience. This emotional investment not only reduces production costs, but also increases productivity and revenue. Simultaneously, this trend enables the industry to prioritize quality control of virtual character-related products and services to meet market demands. Consumers actively generate surplus value through virtual icons and emotions engagement, which is becoming increasingly important in modern society.