I wanted to brush a ** before going to bed, but I accidentally brushed it in the middle of the night" "I charged more than 100 yuan in a few days, which is too 'top'" ......Nowadays, on social platforms, many netizens share their feelings after watching online micro-short dramas, calling them "earthy and cool".
A few days ago, the Social Survey Center of China Youth Daily jointly conducted a questionnaire network (wenjuancom), a survey of 1,129 young people surveyed, 355% of the young people surveyed think that the current online micro-short dramas are "uneven in quality", 374% of the young people surveyed bluntly said that "there are few high-quality products". More than half of the young people surveyed believe that the main problem of online micro-short dramas is that the production is rough and cannot withstand scrutiny (524%), as well as the similarity of the story and character settings (509%）。In this regard, 637% of the young people surveyed believe that online micro-short dramas should stick to the bottom line of creation and advocate positive values.
Nearly forty percent of the young people surveyed feel that the current online micro-short dramas are "few high-quality products".
Wang Wei, a post-95 generation who works in Hangzhou, has a first impression of online micro-short dramas as "short time and many reversals". In her opinion, online micro-short dramas are more like a "fast food", and she will find it more interesting to try it once in a while, but she can't stand the careful "tasting". "Most online micro-short dramas have relatively low production costs, so they are not very particular about the plot and scenes, and some actors' acting skills are not mature enough, and sometimes they look embarrassed. ”
Li Xiaoya (pseudonym), a post-80s generation working in Beijing, is an amateur short drama screenwriter, and she feels that the current creation of online short dramas is to cater to the specific market demand, "the characters are very simple, and the plot does not need layers and logic, mainly pursuing sensory stimulation." However, with the entry of more capital, the production of micro-short dramas is developing in the direction of high-quality products.
Recently, the quality of online micro-short dramas has improved compared with before, and the perception is getting closer and closer to long dramas. Hou Yu, a post-00s college student in Beijing, entered the "pit" of micro-short dramas some time ago. She remembers that when she first brushed up on some online micro-short dramas, the pictures and dubbing were rough, but now the production is becoming more and more professional, and the shooting scenes, costumes and post-editing have improved significantly.
What is the quality of the online micro-skits?The survey showed that 374% of the young people surveyed felt that there were "few high-quality products", 355% of the young people surveyed think that "quality is uneven", only 271% of the young people surveyed felt that "there are many high-quality products".
Although the current online micro-short drama shows a vigorous development trend and has received widespread attention and popularity, there are also some problems. Huang Chuxin, deputy director and secretary general of the New ** Research Center of the Chinese Academy of Social Sciences, believes that the homogenization of online micro-short dramas in the current market is relatively serious, and a theme will follow the trend when it is fired, lacking innovation and uniqueness. In addition, in order to pursue click-through rate and attention, some online micro-short dramas may be exaggerated and bizarre in terms of storylines and themes, and even appear vulgar, violent, pornographic and other bad content, "which not only violates social morality and platform rules, but also damages the reputation and image of online micro-short dramas in the market."
Surveys have shown that crudely produced does not stand up to scrutiny (524%), the story and character settings are similar (509%) are the main problems that the interviewed young people think exist in the current online micro-short dramas. Others: the content is pompous and clichéd, lacking in nutrition (404%), there is a suspicion of "manuscript washing" plagiarism (40.).4%), the compressed version of the long drama, the low-profile version, and the strong sense of patchwork (32.9%), "cool" for the sake of "cool", there is a tendency to be overly entertaining (328%), containing content that is not appropriate for teenagers** (172%), paid skits** lack standards (110%), etc.
More than sixty percent of the young people surveyed expect online micro-short dramas to adhere to positive values.
The most important thing is to take care of the entrance. Wang Wei feels that with the "explosion" of online micro-short dramas, there are many dramas of uneven quality on the market, and it is more necessary for relevant departments to strengthen the filing and review, and keep the first pass for the public in terms of storyline and value orientation.
Hou Yu believes that the healthy development of online micro-short dramas must first solve the copyright problem. "At present, the definition of plagiarism in online micro-short dramas is not clear, and it is easy to cause copyright disputes, and the payment mechanism also needs to be improved, and it must be regulated and guided at the level of laws and regulations. ”
In response to the problems existing in online micro-short dramas, Huang Chuxin believes that it is first necessary to establish a sound regulatory mechanism, "The State Administration of Radio, Film and Television should comprehensively supervise the production, review, and distribution of online micro-short dramas, and can also establish a reporting mechanism to encourage audiences to report bad micro-short dramas, and discover and deal with them in a timely manner." Second, it is necessary to strengthen the training and education of creators and improve their creative ability and aesthetic level. Third, producers and distributors of online micro-short dramas should consciously comply with relevant regulations and standards, and at the same time, industry organizations may establish self-discipline mechanisms to deal with producers and distributors who violate regulations.
Regulate the healthy development of online micro-short dramas, 637% of the young people surveyed believe that they should stick to the bottom line of creation and advocate positive values, 612% of the young people surveyed believe that the broadcast platform should strengthen the review of content, 478% of the young people surveyed suggested that the relevant departments should strengthen the review and supervision of the filing of drama dramas. Others: hinting and annotating the *** content (41.)1%), standardize the charging standards and mechanisms for short dramas (319%), cracking down and punishing the situation of *** (292%), etc.
Li Xiaoya hopes to innovate the script creation of online micro-short dramas on the premise of respecting the target market, such as strengthening the shaping of characters, the best of social issues, and outputting positive values.
Overall, I am more optimistic about the future development of online micro-short dramas. Huang Chuxin believes that as a form of content adapted to mobile consumption, online micro-short dramas have the characteristics of short and concise, rich content and diverse forms, which are in line with the consumption needs and aesthetic preferences of young people, "but only by insisting on content as the king and form innovation can we occupy a certain share in the market." ”
China Youth Daily, China Youth Network Intern Reporter Wang Zhiwei, Wu Xinyu, Reporter Sun Shan, Intern Bao Junli, **China Youth Daily.
*: China Youth Daily.