The Construction Of The Commercial Value Of Virtual Idol Based On The Perspective Of Symbolic Interaction Theory

Since the birth of Luo Tianyi in 2016,virtual idols have begun to expand their territory in the Chinese market.The current virtual idol market is valued at nearly 300 billion,but there are only a handful of virtual idols that have achieved commercial success in the market.Japan’s Hatsune Miku,China Luo Tianyi from the United States and Lil Miquela from the United States have basically completed the construction of their own commercial value and formed a relatively stable business model.However,there are still a large number of virtual idols who have not completed their own commercial value construction,and have even been abandoned by the market.The commercial value of virtual idols cannot simply rely on the market dividends brought by the initial launch of technological progress,but must form a complete,effective and operable commercial value construction process based on scientific theories.Although virtual idols have completed the anthropomorphic construction,they still use the identity of symbols to interact with the audience to complete a series of actions and development in the market.From the perspective of symbolic interaction theory,the process of constructing the business value of virtual idols can be controlled and constructed.The overall direction of the process can also make it more convenient to deeply study the reasons behind its construction process,and build a model based on a reasonable theoretical basis,which is of great significance for guiding practice.From the perspective of symbolic interaction theory,this paper builds a model for realizing the commercial value of virtual idol symbols based on the AIDMA consumption behavior model.Through literature research,case analysis and in-depth interviews,the process of constructing the commercial value of virtual idol symbols is divided into three processes: the process of virtual idol symbol symbolization,the process of fan identity recognition,and the process of emotional design.Each process can be divided into three stages.The symbolization process is divided into three stages:cultural prototype extraction,symbol creation,and media collective reuse;the fan identity process is divided into three stages: personification construction,fan group building,and identity completion.The emotional design process is divided into three stages: instinctive emotional design,behavioral emotional design and reflective emotional design.After completing the three processes,the commercial value of the virtual idol can be successfully constructed and finally achieve emotional resonance with the audience,and finally complete the consumption around the virtual idol symbol to realize its own commercial value.This paper conducts a more in-depth study on the construction of the commercial value of virtual idol symbols,and provides an easy-tounderstand model for the formation of the process,which has certain guiding significance for virtual idol theory and practical activities to realize commercial value.