The invention provides a multimedia information content management and control method and system based on visual features. The multimedia information content management and control method based on thevisual features comprises: acquiring multimedia information with visual features; performing human body feature recognition and/or semantic feature recognition according to the multimedia information, to obtain feature content, performing AI artificial intelligence identification according to the feature content to obtain a public opinion scene used for representing an actual condition, and calling a matched control strategy according to the public opinion scene to control a propagation mode of the multimedia information. By means of the mode, the multimedia information can be recognized through the human body feature recognition technology and the active semantic feature recognition technology, intelligent management and control are conducted according to the public opinion scene, intelligent search and control of multimedia content big data can be achieved, industrialization integration and upgrading are facilitated, and the maximum value of the industry is brought into play.