China Youth Daily and China Youth Network Intern Reporter Wu Xinyu Reporter Wang Zhiwei Intern Bao Junli.
Before the Spring Festival, the Network Audiovisual Department of the State Administration of Radio, Film and Television held a publicity and promotion meeting for online micro-short dramas for the 2024 New Year, focusing on the promotion of 16 high-quality micro-short dramas that will be launched during the Spring Festival. Chasing an online micro-short drama has also become a new choice for many young people to entertain and leisure in the New Year.
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, 635% of respondents believe that the attraction of online micro-short dramas is that the plot is tight, fast-paced, and there are many reversals, 555% of the respondents thought that the story setting was lighthearted and interesting, and it was enjoyable to decompress. 76.6% of respondents expect more "out-of-the-circle" works to appear in online micro-short dramas.
Why are online micro-short dramas "cool"? Interviewee: There are many reversals, and the time for easy decompression is short.
Hou Yu, a post-00s college student in Beijing, usually likes to watch online micro-short dramas, and most of the romance short dramas she watches are remade from some online texts, an episode is about 1 minute, and the whole series is generally more than 80 episodes. She thinks that this kind of online micro-short drama often has a simple plot and a relatively flat character presentation, most of which have happy endings, and look particularly relaxed and decompressed. "I don't have to think about the next plot at all, it's purely a lively mentality, and this process is very relaxing. ”
According to the survey, 695% of the respondents usually like to watch online short dramas. Interaction analysis found that the proportion of post-00 respondents who like to watch is higher, at 743%, followed by the post-90s generation (70.).7%）。
Nowadays, everyone loves to watch 'cool dramas', which is an outlet for many people. Wang Wei, a post-95 generation who works in Hangzhou, feels that the reason why online micro-short dramas make people feel "cool" is because there are many reversals and the plot advances quickly, "And each episode is very short, compared with a TV series of thirty or forty minutes, everyone is more patient to watch it." ”
Jiang Qiqi (pseudonym), a post-95 generation from Hefei, is a full-time short drama screenwriter, in addition to writing some online micro-short drama scripts, he also cooperates with relevant platforms to do receiving editing. She said that online micro-short dramas are fast-paced and have little foreshadowing, and there is generally the principle of "3 seconds to attract attention" in creation, so the screenwriter needs to put some "climax points" in front, such as conflicting rival scenes, etc., and then use flashbacks to narrate the previous story. In addition, in terms of plot settings, the screenwriter will combine common "stalks" and routines to create more reversals and increase the sense of "coolness", "For example, in the early stage, write according to the stalk of 'true and false daughters', and then use the routine of 'Ma Jiawen' in the later stage, so that there will be two 'hooks', which can be more attractive to watch." ”
What are the attractions of online micro-short dramas? 63.5% of respondents believe that the plot is tight, fast-paced, and has many reversals, 555% of the respondents felt that the story setting was lighthearted and interesting, enjoyable and decompressive, 537% of the respondents believe that the single episode is short and can be fragmented to chase dramas. There are others: the plot has cool points, and it is easy to "get up" (402%), which can resonate and have a strong sense of substitution (292%), enriching the genre and format of episodes (175%）。
76.6% of respondents expect more "out-of-the-circle" works in micro-short dramas.
Although online micro-short dramas have exploded in recent years, problems such as similar plots, only focusing on "cool", and rough production are often criticized.
This time, the Network Audiovisual Department of the State Administration of Radio, Film and Television promoted 16 high-quality online micro-short dramas before the Spring Festival, aiming to guide the online micro-short drama industry to develop in the direction of specialization and quality.
Hou Yu feels that now the short ** platform has given more people the opportunity to participate in film and television creation, and it has also made the film and television drama market more vibrant and dynamic. But she also feels that the script of the online micro-short drama at this stage is only a continuation of the setting of the "cool" text ** in the early years, although it caters to the tastes of some people, but with the popularity of online micro-short dramas, it can no longer meet the needs of diverse audiences. "The script needs to be brilliant in terms of innovation, creativity and other aspects to keep up with the development of the times, not just to relax people, and I am more looking forward to seeing the emergence of more 'out of the circle' online short dramas. ”
According to the survey, 766% of respondents expect more "out-of-the-circle" works to appear in online micro-short dramas.
The production level of online micro-short dramas should be improved, such as the choice of costumes and actors, which need to be more distinctive. Wang Wei believes that the dramas that can really be remembered by the audience and are willing to be tasted repeatedly must be well-made and have content advantages, rather than just relying on short time or creating "cool points". "You can't reverse for the sake of reversal, without considering the logic of the plot and ignoring the core of creation. In addition, in addition to the sweet pet dramas and other types of online micro-short dramas that dominate the market now, she also hopes to see multiple types of works such as suspense and comedy in the future.
As a creator, Jiang Qiqi feels that if you want to achieve online micro-short dramas "out of the circle", on the one hand, you must follow the market and policies, and on the other hand, the producer should try to refine the target audience, produce stories that meet the preferences of certain groups, and enhance competitive advantages.
How do online micro-short dramas "get out of the circle"? According to the survey, 636% of respondents believe that online micro-short dramas need to be more sophisticated in production and present better visual effects, 585% of the respondents believe that actors should be professional and have good acting skills, so that the audience has a sense of substitution, 496% of the respondents felt that script writing needs to be carefully polished and the story is strong. Others: the subject matter is more diverse, and the genre is rich (491%), close to public life, resonating with the audience (426%), raising aesthetic standards and pursuing high quality and high standards (268%), etc.
Li Xiaoya (pseudonym), a post-80s generation working in Beijing, is an amateur short drama screenwriter, and she believes that there is a certain information asymmetry in the current online short drama creation market, such as the mixed reception channels, which makes it difficult to protect the rights and interests of creators. "I hope that there will be a special platform to break this information gap, form a clear operation logic, establish a more reliable cooperation channel, improve the protection of creators' rights and interests, and promote the healthy development of the industry. ”
Men accounted for 34 percent of the respondents to the survey6%, 65 percent are women4%。Post-00 accounted for 252%, and the post-90s generation accounted for 438%, post-80s accounted for 241%, and the post-70s account for 66% and others account for 03%。
*: China Youth Daily client.