从“粉丝共创”到“情绪容器”：Z世代潮玩IP的情感传播机制研究——以STAYREAL“卜卜”为例

From “Fan Co-Creation” to “Emotional Container”: Research on the Emotional Communication Mechanism of Z Generation Designer Toy IP—Taking STAYREAL’s “Mojo Carrot” as an Example

摘要: 在数字媒介与情感消费交织的新消费时代，潮玩IP的传播逻辑呈现出从单向符号输出转向双向情感互构的特征。本文以STAYREAL旗下IP“魔魔胡胡胡萝卜”(下称“卜卜”)为案例，采用案例研究与文本分析法，探讨其通过“粉丝共创–符号设计–场景嵌入”路径构建“情绪容器”的传播模型，并引入“拟社会互动”(Parasocial Interaction)理论，深入分析粉丝如何在这一过程中通过媒介与IP建立情感联结。研究发现：首先，卜卜的起源依托于粉丝与偶像的互动叙事，其共创过程在形成情感联结的同时，高度依赖偶像与粉丝之间拟社会互动的延伸与转化。其次，其设计策略通过抽象化与萌化处理，在保留粉丝情感锚点与拓展大众市场之间达成平衡，塑造了可供广泛情感投射的符号载体。最后，线上线下多维场景的深度融合，将IP转化为可触摸的“情感基础设施”，实现了情感价值的空间化与日常化。本研究认为，当代潮玩IP的传播有效性，与其成功激活并维系粉丝与IP/偶像之间持续的拟社会互动关系密切相关，这种关系为IP提供了稳定的情感内核与传播动力。可见，当代潮玩IP竞争的核心已从“内容生产力”转向“情感承载力”，IP作为“情绪安全屋”的功能，为Z世代提供了对抗原子化社会的情感慰藉与身份认同。

Abstract: In the new era of consumption characterized by the intersection of digital media and emotional consumption, the dissemination logic of designer toy IPs has shifted from unidirectional symbol output to bidirectional emotional mutual construction. This study takes STAYREAL’s IP “Momo Huhu Carrot” (henceforth referred to as “Mojo Carrot”) as a case study, employing case study research and textual analysis methods to explore its dissemination model of constructing an “emotional container” through the path of “fan co-creation-symbol design-scenario embedding,” and introduces the theory of “parasocial interaction” to delve into how fans establish emotional connections with the IP through media. The findings show that: Firstly, Mojo Carrot’s origins are rooted in the narrative of fan-idol interactions, and its co-creation process heavily relies on the extension and transformation of parasocial interaction between the idol and fans, while forming emotional connections. Secondly, its design strategies achieve a balance between retaining fans’ emotional anchors and expanding the mass market through abstraction and cute treatment, thereby creating a symbol carrier that can be widely emotionally projected. Finally, the deep integration of online and offline multi-dimensional scenarios transforms the IP into a tangible “emotional infrastructure,” making emotional value spatial and everyday. This study posits that the effectiveness of contemporary designer toy IP dissemination is closely tied to its ability to successfully activate and maintain a sustained parasocial interaction relationship between fans and the IP/idol, which provides the IP with a stable emotional core and a driving force for dissemination. It is evident that the core of contemporary designer toy IP competition has shifted from “content productivity” to “emotional carrying capacity,” with the function of the IP as a “mood safe haven” offering Z-generation emotional comfort and identity affirmation in the face of an atomized society.