Gig-workers' Sets:The Integration and Substitution Practice of the Short Drama Industry for Digital Content Production and the Rise of the Gig Professional Content Production Model(Gig-PGC)
As a fusion of scripted narratives and short videos,short dramas have opened up a whole new way of content track and audio-visual reading method,and platforms have also realised new business lines and capital flows through this category.At the same time,the short drama indus-try has brought about a superimposed impact on the existing digital production methods by grafting the short video production model and the existing production methods of digital drama series to trans-form the drama production site into a"gig-workers'set".The study discusses the succession and substitution of the short drama industry to the established digital content production mode under the combinatorial theoretical framework of Media Practice and Media Production,and explains the work-ers'reflections on the levels of the production chain,professional knowledge and occupational or-der,and puts forward the formation of a Gig-worker Professional Generated Content(Gig-PGC)mode in the digital content industry behind the phenomenon of this succession of production.Instead of integrating individual users with professional skills in one place,the"gig sets"attempts to decon-struct,reorganise and integrate the existing professional production model with the gig economy,so that the professional production community,which has already been embedded in other digital con-tent production sequences,can take part in the production with gig-worker status once again.This study reveals the endogenous integration process of China's digital audiovisual industry from the practical perspective,and highlights the precariousness of creative knowledge and professional norms in the digital economy.
short drama industryintegration and substitution of productionmedia practicegig-worker professional content production model(Gig-PGC)
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NSTL
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