Earticle

초록

영어

In the early operation of MCN institutions, they mainly increased the visibility and content viewing volume of self-media by signing contracts with self-media or cooperating with well-known figures, so as to achieve advertising revenue and earn shares. During this period, the MCN agency did not intervene in the video content. With the maturity of the capital market, “content is king” has become one of the core competitiveness of major platforms competing for audience resources, and MCN institutions have also begun to seek new business models and profit models to attract more traffic. Most of the investment companies on which these MCNs are based are industry giants, such as: Disney, DreamWorks, Hollywood, Legendary Pictures, etc. With the increase in the traffic of self-media and the expansion of influence, more advertisers want to implant their own ads, and the disadvantages of MCN are gradually revealed. Advertisers want to find personalized self-media cooperation, rather than purchasing MCN resource packages, and at the same time, self-media also want to skip MCN and directly connect with advertisers. With the advancement of Internet technology, more users have begun to use social software, platform traffic has increased, and the MCN industry has also developed rapidly. Under the rapid development of China's MCN mechanism, how to find out the positioning of MCN itself and how to transform foreign MCN models in China are all problems that need to be solved urgently. Under China's MCN mechanism and management model, the most important task of MCN institutions is to produce high-quality videos that are popular with fans, and how to monetize high-quality video content commercially is the ultimate goal of MCN organizations. In addition, there are still some problems with insufficient localization and operation mechanism, such as low traffic conversion rate, increased difficulty in monetization, loss of head IP, serious content homogenization, problems of Internet celebrity anchors and fierce competition in the industry. However, challenges are often accompanied by opportunities, and the MCN industry should seize the opportunities of the times, use new media technology to standardize the MCN organization's own system (improve the standards for the introduction of Internet celebrities, personal image, personal quality, professional ability and cultural heritage should be used as reference standards), and improve user stickiness (with the development of Internet technology, there is a lot of network information, and users' attention is scattered to various platforms. Therefore, at this stage, it is a wise move for MCN institutions to abandon all-round content positioning and focus on professional content in vertical fields), and coordinated development with radio and television media (radio and television media have discovered the advantages of MCN system development, a large number of mainstream media have settled in, and the integration of radio and television media has become a new direction for the development of MCN institutions), improve copyright awareness (improve copyright awareness from short video production software, music, pictures, fonts, creativity and other aspects, purchase music and picture copyrights through formal channels, set a correct vane for the MCN industry, and also promote the entire industry to standardize) and so on。 Appropriately change its own operating mechanism and give full play to its own vitality. Strive to form a unique MCN operation mechanism in China, take root in localization, and face diversification. With the advancement of Internet technology, more users have begun to use social software, and the platform traffic has increased, and the MCN industry has also developed rapidly in China. In the suggestions of this paper, for example, the coordinated development with radio and television media has improved the influence and frequency of MCN mechanism in China to a certain extent, and standardizing the self-system of MCN institutions will be a necessary condition for the long-term development of MCN in China. At the same time, this paper also hopes to promote the localization development of MCN in China, so that China's new media technology can continue to develop better.

목차

ABSTRACT
I. Introduction
II. The Principal Argument
1. the definition of MCN
2. Comparison of MCN development status and modes at home and abroad.
3. China MCN operation mechanism and management mode
4. The reasons and solutions of insufficient localization advantages of MCN in China
III. Conclusion
References

키워드

저자

• Yang Shixia [ Assistant professor, School of Journalism and Communication, Qilu Institute of Technology ]
• Zhao Xiaozhu [ Instructor, School of Journalism and Communication, Qilu Institute of Technology ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  Open Regional Studies

• 간기

  부정기

• pISSN

  2951-3197

• 수록기간

  2022~2026

• 등재여부

  KCI 등재후보

• 십진분류

  KDC 912 DDC 951