Research On Short Video MCN From The Perspective Of Community Economy

In the era of social networking,the contradiction between the limited production of PGC content and the homogeneity of UGC content production and the ever-increasing user scale and demand have become increasingly prominent.Due to the quality problems in UGC content production,long-term effective returns cannot be formed.In this case,the MCN model began to be introduced from abroad and became a new trend in content entrepreneurship.MCN is Multi-Channel Network,which is the short video operation mode that comes with Youtube in the West.In 2016,the new studio(Magic TV)took the lead in opening the MCN mode in China.Since then,China's short video MCN has appeared one after another,and its concept gradually establish.MCN refers to an organization that has multiple self-made columns and short video production teams,signed multiple PGCs and UGCs,and has professional short video production capabilities and a complete announcement system through various channels for publicity and commercial realization.The short video MCN model is a new media format in the era of social networking.Many concepts and models in its operation are in line with the concept of social economy.The social economy is committed to changing the unilateral economic development model and increasing the satisfaction of consumers by their physical and mental experience.The stickiness of the community has the necessity and practical significance to study the short video MCN from the perspective of the social economy.This article takes China's short video MCN model as the research object,through the experiential observation of the short-head video MCN"shell video",combined with in-depth interviews with a number of representative Chinese MCN institutions,intending to clarify the domestic short video MCN Develop the status quo,deconstruct the development model of short video MCN,and explore the operation of short video MCN from the perspective of social economy.Through research,it finds existing problems at the content level,technical level,management level,etc.,tries to give targeted advice on existing problems,and gives its own suggestions for the better development of short video MCN.The full text is divided into six chapters.The first chapter is the introduction part,which systematically explains the background and signi:ficance of the topic.The second chapter summarizes the development status of China's short video,and the three aspects of production,communication and profit mode of China's short video MCN Deconstruction and presentation in the form of a flow chart.The third chapter summarizes the content production process and characteristics of shell video and the main forms of commercial realization through experiential observation.The fourth chapter explores the content generation and audience selection of short video MCN from the perspective of social economy.The fifth chapter summarizes the specific community economic operation strategies of the short video MCN mode in different operational phases.Finally,through the above-mentioned in-depth understanding and meticulous research on the short video MCN,the problems and forward thinking of the short video MCN in development are proposed.