Social Media Marketing,Affective Economy And Online Labor

With the rapid development of information and communication technology,all kinds of social media marketing activities are flourishing.In the survey initiated by the China institute of new economics,Alipay's "five blessings" campaign was voted the top of the"new four customs" in the 21st century due to its special time node,participation mode and marketing mode.But,the people to participate in the activities of the carnival of entertainment activities,also found that "changed the flavor of the Spring Festival":how to define the event is the Chinese New Year customs,not only from the external patterns such as participate in the ceremony of change,but to find out the Spring Festival cultural connotation and emotional elements of marketing activities,analysis how set the activity to"invent" traditional festival.This paper,from the perspective of political economy,combined with big data analysis and questionnaire survey,takes the activity of "gathering five blessings" as the entry point and research object,and focuses on exploring and analyzing the marketing activities of social media with special emotional orientation,so as to reveal its capital logic.First of all,the article uses the "right time","right place" and "harmony" as metaphors to analyze the triple path of "five blessings" becoming "New Year custom",whose essence is the marketing activities of "traditional culture" and "multiple emotions".Then,from the culture,emotion and marketing,it is found that the activity of gathering blessing blurs the relationship between leisure and labor in the process of reinventing the festival.Mainly reflected in three aspects:the use of "festival scene",to create a "holiday leisure";Implant"custom culture" and incarnate "online card";Emphasis on "red envelope benefits",fuzzy"online work".Thus,the article finds that while digital capital gives users entertainment,it also penetrates people's daily life with the help of Internet technology.Among them,Alipay established the "five blessings" activity that the whole nation participated in at a relatively low cost,which attracted the attention of the vast audience and made them pay emotional labor "without knowing it".The essence of this labor is that the enterprise integrates patriotic emotion,leisure and entertainment,game preemption and other emotions,"fu culture" and other traditional culture,as well as the values of the times.On this basis,it outputs by means of social marketing to form an elastic "emotional economy"and commercial capital accumulation.