为“情绪”定价：马克思劳动价值论视域下的青年盲盒消费辨析

Pricing “Emotion”: An Analysis of Youth Blind-Box Consumption from the Perspective of Marx’s Labor Theory of Value

摘要: 盲盒消费的扩张带来一个理论上的疑问：同类玩偶的工艺与材料成本大体相近，价格却可以相差数十倍，对此，人们常用“情绪价值”来解释。本文以马克思劳动价值论为分析工具，对这一解释加以辨析。许多研究认为：劳动的二重性决定了价值只能由抽象劳动形成，使用价值只回答物何以有用；“情绪价值”作为效用描述属于使用价值的当代形态，本身不是价值。盲盒之所以能够“为情绪定价”，在于抽象劳动让位于叙事、社会必要劳动时间让位于稀缺预期、使用价值让位于身份标记，三者共同把价格推离价值；而在垄断条件下，偏离所带来的收益又被重新分割，情感的商品化为此提供了新的空间。据此，本文主张以加强劳动教育澄明价值源泉、以规范市场监管约束价格偏离、以提供优质文化消解符号崇拜，引导青年消费回归理性。

Abstract: The expansion of blind-box consumption raises a theoretical question: dolls of the same series are broadly similar in craftsmanship and material cost, yet their prices can differ dozens of times over. This is commonly explained by “emotional value”. Drawing on Marx’s labor theory of value, this paper scrutinizes that explanation. Many studies hold that the dual character of labor determines that value can be formed only by abstract labor, while use value answers merely why a thing is useful; “emotional value”, as a description of utility, is a contemporary form of use value and is not value itself. Blind boxes can “price emotion” because abstract labor gives way to narrative, socially necessary labor time gives way to scarcity expectations, and use value gives way to status markers—together pushing price away from value; under monopoly conditions the gains from this deviation are redistributed, and the commodification of emotion opens new space for it. Accordingly, this paper argues for clarifying the source of value through labor education, constraining price deviation through market regulation, and dissolving symbol worship through quality cultural provision, so as to guide youth consumption back to rationality.