Manufacturing influencers: the gatekeeping roles of MCNs (Multi-channel networks) in cultural production

Abstract

ABSTRACT This study examines the revolutionary role of MCNs (multi-channel networks) in China's influencer market, focusing on their impact on cultural production. While existing scholarship has explored influencer precarity and platform dependency, the role of MCNs receives little attention. Drawing from platform studies, cultural production literature, and media industry research, this study maps out the development of the MCN industry and reveals the ways they shape cultural production. Our findings demonstrate that MCNs not only assist influencers in producing content and managing risk but also standardize cultural products and play a key role in restricting influencers’ creative autonomy. Moreover, MCNs provide the infrastructure and support for content creation and thus act as pivotal gatekeepers, directing influencers’ careers. We conceptualize this process as ‘manufacturing influencers’ which involves three overarching approaches: talent incubation, content optimization, and platform monetization. We argue that MCNs have moved beyond mere intermediation toward gatekeeping cultural production and consumption.