Observation and Governance Path Investigation of Micro Drama Industry

2025-02-17

This is an encounter that spans thousands of years. What kind of story will happen when young Bao Zheng unexpectedly "travels" to the side of contemporary judge assistant Jiangnan? The fog is long, who exactly is he/she? Can Bao Zheng unravel the mystery and recognize the person in his/her eyes; Can Jiangnan stick to its original intention and integrate legal sentiments? At 18:00 on January 25, the law popularization mini drama Lord Bao, Now 2025!, directed by the Information Bureau of the Supreme People's Court, was released on the "View" account of Kwai's "China Court Network" and the CCTV online, and was broadcast on the Metropolitan Channel of Shanghai Radio and Television Station on January 29. The drama has opened up a new path for popularizing the law through the expression of "youthfulness". Since its launch, it has played more than 210 million times in a single channel on the Kwai platform, and has ranked third in the new series list on the Spring Festival stage after landing in the CCTV frequency mini drama section. In the past two years, micro dramas have rapidly emerged as a "phenomenon level" content form in the field of online audiovisual due to their "short, flat, and fast" dissemination characteristics. Its single episode duration ranges from tens of seconds to 15 minutes, satisfying the fragmented entertainment needs of the audience through a compact narrative rhythm and diverse themes, and becoming a new battlefield for legal propaganda and cultural dissemination. The China Internet Audiovisual Association pointed out in the "White Paper on the Development of China's Micro Drama Industry (2024)" that the user base of micro dramas will reach 576 million in June 2024, accounting for 52.4% of the total number of netizens, showing a steady growth trend. According to industry institutions' estimates, the size of China's micro drama market will reach 50.44 billion yuan by 2024. Behind the impressive results are multiple tests faced by the micro drama industry: some micro dramas are poorly produced and heavily plagiarized, the scripts lack common sense, have negative value orientation, false advertising, and induce consumption... Experts interviewed by the Legal Daily pointed out that the healthy development of micro dramas is not only a microcosm of cultural prosperity, but also a touchstone for the progress of the rule of law. By improving legislation, strengthening law enforcement, and promoting industry self-discipline, the Chinese micro drama industry is expected to achieve the vision of "micro but not weak, short but not shallow, and high-quality drama" on the track of the rule of law, providing a "Chinese sample" for the global network audiovisual industry. The rapid development and response to demand have illuminated the cultural new light of AI face changing, Li Jie and her husband's "local situation", student loan "fraud within fraud", love "pig killing plate", gambling "pit" and "disaster"... "Mr. Bao, Now is 2025. This short drama consists of 20 episodes and breaks away from the traditional one-way preaching of legal education. Bao Zheng puts on a shirt and jacket, travels through the neon streets of the city, and leads the audience to immerse themselves in various telecommunications fraud cases with the assistant judge Jiangnan. It has gained the love of many netizens. Li Song, who works in Beijing, did not return to his hometown for the Spring Festival this year. In order to pass the time, he chased 10 mini dramas several days before the holiday, among which Lord Bao, Now 2025! Impressed him most. This short drama, with its highly dynamic storyline, humorous atmosphere, and diverse display of legal and emotional integration, uses cases to popularize and explain the law, invisibly helping us enhance our awareness and ability to prevent fraud Li Song exclaimed in admiration. Industry insiders have pointed out that the innovative expression of legal knowledge and contemporary values, as well as breakthroughs in diverse themes and cultural inheritance, will become the main characteristics of the development of micro dramas in 2024. At the beginning of 2024, the State Administration of Radio and Television released the "Travel with Short Dramas" creative plan, leading the direction of short drama creation and gradually forming a scale effect. Afterwards, the State Administration of Radio, Film and Television successively launched multiple creative plans, such as "learning from micro dramas", "watching brands with micro dramas", and "watching intangible cultural heritage in micro dramas", promoting the "scheduling" of micro drama broadcasts and launching micro drama lists for the Spring Festival and National Day seasons. These measures have promoted micro dramas to become a powerful force for cultural and tourism promotion, legal publicity, brand marketing, and intangible cultural heritage dissemination, and have received positive responses from relevant departments and localities The relevant person in charge of the Network Audiovisual Program Management Department of the State Administration of Radio, Film and Television said. Recently, reporters have watched multiple micro dramas and found that their themes cover multiple fields such as the rule of law, suspense, and traditional culture. With a compact narrative rhythm and diverse themes, micro dramas are becoming a new battlefield for promoting the rule of law and cultural dissemination. For example, "Million Dollar Bride Baby" exposes the legal disputes behind the "sky high bride price" in the form of light comedy, and popularizes legal knowledge related to marriage and family in the Civil Code through the absurd farce of the protagonists Lao Zhou and Huang Yimeng; Model "is adapted from the true story of Judge Bao Weizhong, a" model of the times, "to showcase the spirit of dedication of grassroots judges; Let Them Shine "focuses on juvenile courts and explores the correction and social responsibility of juvenile delinquency. These works are based on real-life cases, integrating legal knowledge into the plot, achieving 'education through entertainment', gaining market recognition, and becoming an important carrier for promoting socialist core values. They have been included in the excellent exhibition of the 'Chinese Dream · New Journey' by the State Administration of Radio, Film and Television, which also proves that the deep integration of high-quality content and mainstream values can win both reputation and traffic Screenwriter Guo Mingliang commented. It is reported that on December 5, 2024, at the "2024 Audiovisual China Malanshan Micro Short Drama Night", the second batch of recommended plays for the "Learn Law with Micro Short Drama" creation plan was released, covering 11 high-quality plays on court, procuratorial, public security and other themes. Four court themed micro short dramas, including "Cloud Court Request for Judgment", "Song Dynasty Ayun Case", "Twenty Seven and Seventy Two", and "Button Injury", jointly produced by the News Bureau of the Supreme People's Court and the People's Court Publishing House, were selected for the film list. Guo Mingliang introduced that in 2024, the creation method of micro dramas is also undergoing innovation, achieving technological empowerment and cross-border linkage. The creation of micro dramas is upgrading from 'grassroots workshops' to professionalization. AIGC technology is widely used in script generation and storyboard design, such as the entire process of "Chinese Mythology" launched by CCTV, which is completed by AI. In addition, the 'micro drama+cultural tourism' model has achieved significant results, with dramas such as' Reunion 'and' I'm Hi in Erbin 'driving a growth of over 9% in tourists to the filming location, achieving dual cultural and economic benefits Guo Mingliang said. Although the micro drama market is booming, its low threshold and fast-paced characteristics have also given rise to industry chaos. The reporter's investigation found that some micro dramas have problems such as vulgar content, frequent infringement, and distorted values, which urgently need to be governed and regulated by law. Jing Ranran is a media industry director who often sees brainless love scenes with Mary Sue (the plot follows the same routine, with a beautiful female lead being bullied by a malicious female supporting character and the male lead appearing like a domineering CEO, perfectly turning over) while watching micro dramas. "The plot is very 'tacky', repetitive, and there are also many vulgar plots in the content. Ma Tianxin, a sophomore student from Hebei, used to be a fan of short dramas, but now he has abandoned them. I used to love watching sweet pet type dramas, usually members who bought software directly and randomly watched short dramas on the platform. But later I found that there were more and more short dramas with serious homogenization of content, and some dramas had serious problems with their value orientation. Gradually, I didn't like watching them anymore. "" I like short dramas that can resonate, move people, and are also well filmed. But currently, many short dramas are poorly made, with some deviation in values, filled with a lot of themes such as aristocratic grudges and extortion, "said Zhang Xiaoyu, who is studying at a university in Wuhan. She once watched a short drama: the male protagonist Aqiang is a mischievous and studious student who intentionally trips over the hardworking academic overachiever Amin during a running test in physical education class. During the break, Aqiang mocked Amin for studying seriously, claiming that entering society relies on connections, which caused some students to hesitate and waver. During the exam, Ah Qiang cheated and achieved good scores, showing off everywhere. After Ah Ming reported it, the teacher criticized Ah Qiang, but he was not convinced. After school, he even led people to block Ah Ming, insisting that learning was useless and that mixing into society was the key to success. Afterwards, the learning atmosphere in the class was affected, and some students' enthusiasm for learning decreased. Aqiang still skipped classes and went to internet cafes to hang out with delinquent youths. During graduation season, Ah Qiang was admitted to a prestigious university, while Ah Ming failed. This drama perpetuates Ah Qiang's bad behavior and erroneous beliefs, which may mislead some young viewers' life choices. Young audiences often lack sufficient judgment and are easily swayed by it. Over time, this may lead to a decline in the overall social atmosphere, weaken people's adherence to positive values such as hard work and integrity, and lay hidden dangers for the harmonious and stable development of society Zhang Xiaoyu said. Zhao Ling, from Changsha, Hunan, still remembers the first micro drama she watched, which was a clip recommended by a short video platform: the female protagonist is the granddaughter of the richest man in a certain country. She disguises herself as an ordinary woman to experience life and marries the CEO of a certain group. After marriage, she calls out the name of another male protagonist in her sleep, and from then on, her married life is full of ups and downs. The female protagonist chooses to leave and return to the richest man's side, and the CEO meets the female protagonist again in a certain country for business... As she watched more and more micro dramas, Zhao Ling noticed that some of them had a lot of negative value orientation: "The male protagonist's first move was a project worth billions of yuan, owning a luxury car and mansion, spending money like water. It was quite enjoyable to watch, but upon careful consideration, this is not... What they are promoting is the consumption concept of putting money first; there are also domineering CEOs who exaggerate affection and indulgence, but in reality, they are spreading the marriage and love concept of getting something for nothing; And pornographic, vulgar, bloody and violent content is even more detrimental to the healthy growth of young audiences Reporters have watched multiple micro dramas and found that some of them attract attention through exaggerated titles such as "XX Kneeling for Forgiveness" and "Evil Woman XX Record". The content involves extreme insults, vulgar edges, and even promotes distorted values such as "violence against violence" and "money supremacy". Through scenes such as "overnight wealth" and "aristocratic grudges", they strengthen materialism and utilitarianism. For example, in the popular TV series "The Stuffed Wife of XX" on a certain platform, the female protagonist is designed to "entangle with her father and son after losing her memory", which is full of dog blood ethics; The TV series' The Rebel 'promotes the idea that' even with a monthly salary of 3000 yuan, one can marry into a wealthy family ', which distorts the concept of marriage and love; In the ancient costume drama 'The City of XXX', the protagonist uses a modern surgical knife to treat the plague, but the details are full of loopholes; There are also some micro dramas that rely on fixed routines such as "rebirth", "counterattack", and "son-in-law", pursuing short-term "pleasure" stimulation. For example, after the popularity of "I Became a Stepmother in the 1980s", similar themes were released in groups, but the content lacked innovation, relying solely on information gaps and contrasting character designs to create traffic, leading to audience aesthetic fatigue... "Some micro dramas have homogenized content, illogical plot, and vulgar propaganda orientation, relying solely on some plot conflicts to attract viewers to watch and recharge. Some short drama creators have lost their original spirit in order to make quick money. After seeing a video go viral, they will imitate its plot structure, character settings, emotional excitement points, etc., and quickly replicate another work," Guo Mingliang said. It should have positive and positive value output. If one excessively pursues "pleasure" through methods such as curiosity, materialism, vulgarity, etc Satisfying consumers' demand for dopamine is likely to cross the legal red line. The serious problem of market disorder induced payment infringement was found by searching keywords on third-party complaint platforms. The most common complaints related to micro dramas were automatic fee deduction and false advertising. Many netizens have reported that they are watching on the mini program

Edit:Rina    Responsible editor:Lily

Source:Legal Daily

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