Incubation And Reconstruction Of Web Celebrity

UGC(User Generated Content,hereinafter referred to as UGC)is a grass-roots activity in the early stages of development that is not excessively profitable.The birth of the concept of UGC has broken the monopoly of specialization on content and channels,and the rise of individuals and the decline of organizations have become the consensus of scholars.As opinion leaders among user groups,web celebrities have emerged in large numbers on social platforms such as Sina weibo and Tik Tok,who in the past were considered the result of popular choice.But most of the Internet celebrities who are thought to produce their own content are now being created.By whom? The answer is the MCN.In recent years,the MCN model has risen rapidly in the country,the number of institutions nationwide has reached more than 6500,more than 90% of the head of the web celebrities behind the operation of MCN institutions.Under the MCN model,the web celebrity is mass produced and managed by the organization according to the model.This mode can occupy the Internet content market quickly,cannot leave each big Internet company to roll out "MCN supports a plan".MCN institutions shall establish a long-term cooperative relationship with the platforms,and the platform resources shall be inclined to MCN institutions.Under the MCN model,the original power given to users by the Internet has been gradually dispelled,the meaning of Net Red has been reconstructed,and the "era of users" chanted by UGC optimists is only a utopia dreamed up by scholars.Based on the MCN model,this paper tries to show how MCN incubates web celebrities in large quantities by means of participatory observation,in-depth interview and questionnaire survey,and reveals the relationship between web celebrities and MCN,platform and MCN,and deeply discusses how the "power" under the slogan of "technology empowerment" completes the transformation of power subject in the collusion of commercial power(MCN)and media power(platform).This article has carried on the following exploration and the explanation around the above core question:Based on the basic introduction of the birth,definition and function of MCN model,this paper understands the development of MCN in our country through various materials,and focuses on the MCN engaged in web celebrity incubation.Through the way of participatory observation and in-depth interview,I went to a MCN organization to observe its production plan,content production planning,fan operation and business realization.The development of MCN cannot be separated from the cooperation with content platform.Through the participatory observation during the internship of Sina Weibo,taking the cooperation between Mimu MCN and Sina Weibo as an example,this paper sorts out the specific policies included in the "MCN Support Plan" of the Content Platform,and why they tilt the attention resources of the platform to the MCN institutions by a large margin,ponders over the cooperation points between the platform and the MCN institutions,and reflects the "competition-cooperation" relationship between the MCN institutions and the platform.The purpose of this article is to discuss the influence of the collusion between the commercial power(MCN)and the media power(platform)on UGC.In this paper,by combing the definition of UGC at the beginning of the academic community,and through a questionnaire survey to understand the user's expectations of this model,to show the core content of the original UGC,It is found that "self-expression" and "personal intrinsic motivation" are the essential characteristics of UGC,while the academic community believes that UGC will bring about "the transformation of the transmission and reception relationship" and "symbolize the challenge to elite culture".so as to compare with the status quo of UGC under the MCN model.According to the MCN standardization mode of mass production of web celebrity,business logic gradually involved in the beginning of its content production,web celebrity's original production independence gradually lost.Under the slogan of "Technology Empowerment" on the Internet,the autonomy of UGC has been transferred,the users represented by web celebrity have been reorganized,the ecology of Internet content has presented a business agenda,and the penetration of consumerism into mass culture has been further deepened.