id	author	title	date	pages	extension	mime	words	sentence	flesch	summary	cache	txt
spir-14078	Ye, Zhen	WHEN INDUSTRY LORE DOESN'T WORK: EXPLORING MCNS' LIMITED INTERMEDIARY ROLES IN PROMOTIONAL CULTURE	2025.0	4	.pdf	application/pdf	1659	101	47	Evolving with what Craig and Cunningham (2019) called “the new screen ecology”, MCNs gradually extended their business models to adapt to the proliferated monetization schemes of social media platforms used for marketing and advertising (Edwards, 2022; M. Liang, 2022). Responding to this phenomenon, guilds became mediators of livestreaming platforms, fulfilling the role to train and manage individual streamers, and institutionally monetized of female streamers’ gendered performativity via platforms’ virtual gifting (Liu et al. 2021).	cache/spir-14078.pdf	txt/spir-14078.txt