MCN As An Intermediary

In 2012,short videos such as fast hands and second shots appeared in people's lives,and the mobile Internet officially ushered in the climax of short video development.According to the author's analysis,from the beginning of 2012,China's mobile short video industry has experienced four stages of development:UGC(User Generated Content)with user-generated content as the main feature,and PGC(Professionally)with professional production content as the main feature.Produced Content),PUGC(Professional User Generated Content)and MCN(Multi-Channel Network).It is worth noting that from the "UGC" to the "PGC" to the "PUGC" stage,what are the specific development characteristics of short video,what advantages are used to win user support,and for what reason to turn to the "MCN" development stage? What role does “MCN” play in the field of mobile short video in China,and what impact does it have on the short video broadcasting format?These issues are not only the industry,but also the academic community needs to pay attention to and explore.This paper focuses on the research of mobile short video field in China,introduces the theory of "intermediary",and studies the relationship between short video and users,content producers and investors by selecting representative content platforms in various development stages of the field.The development status and trend of mobile short video field,in order to provide a new research perspective for the development of China's mobile short video industry.There are four chapters in this paper.The first chapter is mainly about the research background and related theories of mobile short video.The second chapter discusses several development modes of mobile short video in China,including UGC mode,PGC mode and PUGC mode.Exploring in detail the basic role of these modes in the construction of short video communication formats;at the same time,in-depth discussion of the imbalance of communication modes existing in these modes;Chapter 3 explores in depth how MCN occurs and develops in China.Through the MCN of the operation mode,the MCN of the commercial organization,and the MCN as the intermediary relationship,MCN has reconstructed the communication format of the mobile short video industry in China through the continuous influence on the short video field.The fourth chapter proposes reflection.We need to rigorously examine the current communication format and analyze its advantages and disadvantages in order to better improve China's mobile short video industry.