Abstract: Replacing real idols with virtual ones has become an important way for the capitalist idol industry to reduce risks and produce virtual space. As a result, the virtual idol industry is dominated and controlled by the capital logic and has become a new venue for the capital to solve the two main problems of excessive accumulation and overproduction. In order to produce more surplus value, the capitalist class continues to expand the scope of exploitation and increase the degree of exploitation. From the free labor of fans to the paid labor of hired workers, they are all included in the capitalist valueadded system, thereby maximizing the production of surplus value. At the same time, in order to achieve the maximization, the capitalist class applies consumerism to the virtual idol industry, symbolizing virtual idols, implementing symbolic consumerism, and constructing illusory meanings by using modern communication means such as digital platforms, so that the consumption motivation goes beyond the use value while turns to the symbolic value. According to Marxs research method of “from concrete to abstract and then from abstract to concrete”, this paper explores the capital logic of surplus value production and realization abstracted from the production and consumption of goods and services in the virtual idol industry, as well as the inevitability of digital labor exploitation and symbolic consumerism, and finally returns to the specific practice of the development of the virtual idol industry in China.

Key words: digital economy, virtual idol, capital logic, surplus value

摘要： 以虚拟偶像代替真人偶像成为资本主义偶像工业降低风险、生产虚拟空间的重要方式，虚拟偶像产业由此受到资本逻辑的支配与控制，成为资本缓解过度积累与生产过剩矛盾的新领域。为生产更多的剩余价值，资本家阶级不断扩大剥削范围，提高剥削程度，从粉丝的免费劳动到雇佣工人的付费劳动均被纳入资本主义增殖体系，由此完成剩余价值的最大化生产。与此同时，为将这些剩余价值最大化实现，资本家阶级将消费主义应用到虚拟偶像产业，使虚拟偶像符号化，实施符号消费主义，利用数字平台等现代传播手段编织和构建虚幻意义，使消费动机超越使用价值，转而追求符号价值。按照马克思“从具体到抽象，再由抽象到具体”的方法，从虚拟偶像产业生产与消费现象抽象出剩余价值生产与实现的资本逻辑，以及数字劳动剥削与符号消费主义的必然性，最后回归到中国虚拟偶像产业发展的具体实践。

关键词: 数字经济, 虚拟偶像, 资本逻辑, 剩余价值