情绪经济视域下的书包挂饰流行景观——上海地区书包挂饰消费的情感意义与传播逻辑

A Popular Landscape of Backpack Charms in the Context of the Emotional Economy—The Emotional Significance and Communication Logic of Backpack Charm Consumption in Shanghai

摘要: 在情绪经济兴起的背景下，有关书包挂饰的热点话题在网络上引起了持续性的讨论，而聚焦到线下，书包挂饰也在上海青年群体中广泛流行，成为兼具情感疗愈、身份表达与社交互动功能的媒介化符号。研究基于媒介物质性理论，通过对15位上海青年的访谈，并且佐以小红书及抖音的线上内容观察，探讨书包挂饰如何通过消费、传播与情感三个维度构建起青年个体的情感意义路径。研究发现，书包挂饰不仅是青年应对都市压力的情绪疗愈物，也是其参与圈层文化、实现个性化情感叙事的微观物质媒介；在社交平台的推动下，挂饰进一步成为圈层传播与社群联结的节点，反映出当代青年在消费社会中通过“物”进行情感治理与文化实践的深层逻辑。本研究为情绪经济与媒介物质性研究提供了微观案例，也为理解青年情绪消费提供了新的理论视角。

Abstract: Against the backdrop of the rise of the emotional economy, the hot topic of backpack charms has sparked continuous online discussion. Offline, backpack charms have also become widely popular among young people in Shanghai, serving as a mediated symbol that combines emotional healing, identity expression, and social interaction. Based on the theory of media materiality, this study, through interviews with 15 young people in Shanghai and observations of online content on Xiaohongshu and Douyin, explores how backpack charms construct the path of emotional meaning for young individuals through consumption, communication, and emotion. The study finds that backpack charms are not only emotional healing objects for young people coping with urban pressure, but also micro-material media for their participation in subcultures and the realization of personalized emotional narratives. Driven by social platforms, charms further become nodes for subculture communication and community connection, reflecting the deep logic of contemporary youth using “objects” for emotional governance and cultural practice in a consumer society. This study provides a micro-level case study for research on the emotion economy and media materiality, and also offers a new theoretical perspective for understanding youth emotional consumption.