| User-generated content(UGC)was born in the Web2.0 era.With the development of mobile Internet technology and demographic dividend of mobile netizens,UGC industry has witnessed explosive growth in China in recent years.The rapid growth of the UGC industry has brought new vitality and vigour to the Internet market,but it is also inevitable that the negative problems of content quality,the information redundancy.Content problems such as information redundancy,homogeneity,inferior and vulgar have raised serious governance demands for UGC industry.The core of the UGC content problem is the collective action dilemma of the participants,which come from part of the content generator who takeing simple imitation,making vulgar stunt and other ways to obtain the traffic bonus of the high-quality content.Its essence is the free-riding behavior of the content generator.The practice shows that the traditional "dichotomy" governance which means market-based governance or administrated governance have certain defects and incurrence on the free-riding problem,while the self-governance thought of Elinor Ostrom provides an effective solution to the free-riding problem in the collective operation.The UGC participants include UGC platform,the head of content generator,the waist-tail of content generator,content consumer and MCN organization,where UGC platform is in the key position of all the participants.In this paper,we hope to explore the effective governance path of UGC participants under the critical role of the platform,thus solving the free-riding problem that occurs when content is generated and improving the quality of UGC content.In particular,this paper works on the research from the following logic.First of all,based on Elinor Ostrom’s idea of self-governance,starting from the definition of UGC participants,this paper reviews the relevant researches on the current governance of UGC and explores the role of the platform in the governance research,and finds out the advantages and disadvantages of the research,so as to find the direction of research.Secondly,based on the analysis of the theory of collective action and self-governance,the author puts forward the presupposition theory in the governance of UGC participants,and build a platform-based governance model through exploratory analysis of multiple cases,and its implementation path based on different stages of the UGC information chain("Generation-Review-Distribution" of content),which provides theoretical support for the follow-up research.Finally,this paper analyzes the governance realization process in the different stages of UGC information chain,and explores the key action of UGC platform.(1)In the stage of UGC content generation,through differential game analysis of three decision-making modes of UGC highquality content generation,the paper explores the improvement effect of the head genrator-driven strategy under platform subsidies on the overall revenue of content generator and the level of UGC high-quality content.(2)In the stage of UGC content review,the study constructs the tripartite evolutionary game model of the participants,analyzes the decision-making evolution path and the final stability result of the participating subject in the game model,and explores the realization process of governance in this stage and the key role of the platform in it.(3)In order to explore the implementation process and platform role of UGC content distribution stage participant governance,the research build many-to-one matching models based on the bilateral satisfaction of UGC content generator and content consumer,and puts forward the core of the model based on platform evaluation.The above studies are presented in chapter 2 through 6 of this article.In this paper,the mathematical model analysis of the decision-making behavior and interaction pattern of UGC information chain is carried out,and the practical example of the case enterprise is simulated by computer simulation.The results show that,(1)the driving effect of UGC head generator on waist-tail generator can promote the Pareto improvement of participants’revenue and effectively improves the level of UGC high-quality content,while the subsidy behavior of the UGC platform can stimulate the effect.(2)A tripartite evolutionary game with the participation of MCN will eventually be able to achieve the balanced and stable state-{UGC platform to review,MCN to manage,head user to compliance}-expected by participants governance,and its acceleration can be achieved by controlling the intensity of review on the UGC platform and increasing the severity of punishment.(3)Taking the overall satisfaction of UGC content generator and content consumer as the perspective,the best two-sided matching effect can be achieved for both users,and the evaluation index of the UGC platform provides a more fair and objective reference for the matching model.The realization path in governance of UGC participants in different stages of the information chain is explored,further clarify the key role of the platform in governance.It provides an effective reference and decision-making basis for solving the problem of UGC content,promoting the healthy and stable development of UGC industry,and improving the national network content ecology. |
PDF Full Text Request