Optimizing Operational Practices of MCN Agency from the Perspective of Network Ecology

数字时代，网络谣言、流量欺诈等网络负面事件频发，看似是“乌合之众”的自发聚集，实际上则受到MCN机构的系统性操纵。作为网络内容生产者与平台之间的桥梁，MCN机构通过培育“网红博主”等内容创作者，联系网络平台进行运营，最终以“流量变现”为目的操纵流量。然而，这一过程中，其逐利导向所诱发的虚假营销、煽动情绪操控舆论等行为，严重破坏了网络生态。目前，针对MCN机构的规范性文件大多属于间接规范，缺乏系统性和针对性，存在约束效力不足、责任认定不清等问题。因此，优化MCN机构在网络生态中的具体实践，推动其在网络生态治理中发挥积极作用，是塑造良好网络空间的关键。In the digital age, the frequent occurrence of online rumors, traffic fraud and other negative events on the Internet may appear to be the spontaneous gathering of the “mob”, but in fact, they are systematically manipulated by MCN agencies. As a bridge between network content producers and platforms, MCN agencies cultivate content creators such as “bloggers”, contact network platforms for operation, and ultimately manipulate traffic for the purpose of “traffic cash”. However, in this process, their profit-oriented behavior induced by false marketing, incitement of emotions to manipulate public opinion and other behaviors have seriously damaged the network ecology. At present, most of the normative documents for MCN organizations are indirect norms, lacking systematicity and pertinence, with problems such as insufficient binding effect and unclear identification of responsibility. Therefore, optimizing the specific practices of MCN agencies in network ecological governance and promoting their active role in network ecological governance is the key to shaping cyberspace.