| With the upgrading and reform of media technology,the user scale of short video platform continues to expand.The commercial growth of short video platform urgently needs a professional content production mode,and the short video Multi-Channel Network(MCN)mode emerges at the historic moment.At the same time,under the deep integration of the platform and MCN institutions,short video Internet celebrities are moving toward commercialization.In the relationship of "producer-material-consumer",they have gradually developed into quantified,symbolized and commercialized products of "collusion" between media and commercial capital.This study studies the production mechanism of short video celebrities from the perspective of political economy of communication.The school of political economy of communication regards communication activities as a kind of political and economic behavior,and regards media as an organic part of social politics,economy and culture.It examines the background of "centralization" of capitalist media industry and the process of "commercialization" of media cultural products.Pay attention to the power operation in the internal organization of the media industry.Based on this perspective,this study positioned the research object as "MCN mode production mechanism of short video Internet celebrities",investigated the commercial production process of "short video Internet celebrities" and discussed the risks of this production mechanism.This study believes that short video Internet celebrities are not born out of thin air,and their growth process is deeply controlled by the "collusion" of commercial capital and new media.Under the production mode of short video celebrity MCN,the short video MCN organization produces and manages short video celebrity in large quantities according to fixed mode,with the platform algorithm logic as the leading and commercial realization as the purpose.This production mode can rapidly occupy the short video market,which cannot be separated from the help of commercial capital and platform-"MCN support plan".Short-video MCNS establish cooperative relations with short-video platforms,and the platform resources are inclined to short-video MCNS.By combining network ethnography and in-depth interview,this thesis is devoted to showing how short video MCNS produce and operate short video influenteers in large quantities,and reveals the relationship between the commercial roles of short video influenteers,short video MCNS and short video platforms.This thesis deeply explores how "power" under the slogan of "technology empowerment" completes the transformation of power subject in the collusion between commercial power and new media power.As far as the short video platform is concerned,its intervention in the production of short video network celebrities has the concealment.Short video platform attracts a large number of users with its "low threshold".Meanwhile,the way of "short video + e-commerce" developed by short video platform makes users actively transform to the role of content producer.With the "help" of the platform,content producers produce content and turn the content into actual personal income with the help of the platform’s commercial channel value and big data precise positioning.With the promotion of the platform,"short video Internet celebrity" has become an attractive cake that everyone wants to taste.As far as short video MCN institutions are concerned,their training of short video Internet celebrities runs through the whole process.When more and more capital is injected into the platform,individual strength alone cannot realize the absorption of large volume of capital,while short video MCNS are favored by platforms and content producers with their professional services.Under the MCN mode of short video celebrity,ordinary content producers need to go through the training of short video MCN institutions dominated by platform algorithm in terms of content and personnel,so as to realize efficient exposure and realization.According to this mode of standardization and large-scale production of short video Internet celebrities,their original subjectivity has been lost to the product of commercialization.The business model of short video MCN organization producing short video influencers makes short video influencers become a post-digital replication logic that runs through daily life and space production.This study finally shows that the production mechanism of MCN model of short video influencer is based on the industrial model of batch replication,which takes algorithm,flow and capital as the control means to achieve the growth of commercial profits.Driven by commercial capital,users represented by short video influencers are reorganized by short video MCNS and short video platforms and presented in the short video space in the form of content carriers.With the further deepening of the risk of the penetration of mass culture by consumerism,short video influencers are transformed into commodities for audience consumption.Platforms and short video MCNS are going irrational in the game of capital,and at the same time,short video content ecology presents a commercial agenda.The purpose of this study is to warn that the MCN production model centered on short video celebrities has risks such as subject alienation,technology alienation and the vicious growth of the business model of short video celebrities boosted by capital in the process of commercialization,and call on the regulatory authorities to pay attention to the development road of the MCN model of short video celebrities,so as to ensure the healthy operation of the commercial production model under supervision. |
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