, from management to quality, online dramas are moving closer to TV dramas, including the standards for awarding awards. Judging from daily experience, young audiences today don’t actually have any awareness of online dramas and TV series. It doesn’t matter what they are called, as long as they look good. The boundaries between online dramas and TV series in this sense are constantly narrowing.
On the other hand, the aesthetic and artistic features of web dramas and TV series are merging to form a new aesthetic style. The most important aesthetics of online dramas is to create a sense of coolness, which is innate in online literature and art, and the biggest aesthetic feature of traditional film and television dramas is the expression of realism, these two are being merged. The
online drama distribution licensing system is the final result of standardized management over the years. The implementation of this measure has been unanimously supported and recognized by audiences, production departments and platforms since the day it was released. Everyone hopes to have a more standardized, more formal, and more mainstream value management method for online dramas, so that it can develop better. This is a more mature expression of our society's public awareness of cultural concerns.
For so many years, what we have been working hard to do is to achieve the same standard of content and management of online dramas and TV dramas. Well, the implementation of this licensing system in 2022 has completed an important step in system construction, which is one of its hallmarks.
Internet dramas and TV dramas are indeed very similar. They are both literary and artistic categories, dramatic forms, and film and television expressions, but they are different after all. At present, we have completed the "same" step, the content is the same standard, and the management is the same. We have completed it. After completing the "same" at this level, we must not ignore its "difference". This "difference" is how TV dramas and online dramas the difference. If we don't see the difference
, we will lose a lot of innovative things, and we will also lose some young audiences. Moreover, compared with TV dramas, online dramas have three characteristics. These three characteristics are consistent with their original Internet attributes, that is, Internet cultural attributes, technical attributes, and user attributes. These determine that the development of online dramas is different from TV dramas.
The first is the cultural attribute of the Internet, which is reflected in the diverse themes, techniques and styles, which are the basic characteristics of our Internet culture. Network dramas were born on the Internet, and they are born with this kind of birthmark and have such attributes. It thrives and develops healthily on the basis of such attributes, so that it has advantages and will not be lonely. We now have a huge space for online dramas in terms of diverse themes, techniques and styles. This space is sometimes not available in TV stations. The Internet should provide this space for literary and artistic creations.
Therefore, online dramas must conform to the first attribute of the Internet, and variety is also a characteristic of culture.
For example, "The Beginning", which originally followed the original theme type, told the story of a person who was unfairly treated, took revenge on the society with an extreme event, and wanted to blow up the bus. This is considered negative in terms of news reports, and if the literary and artistic creations are explored within this range, it will definitely not work, and even the filing will not pass. However, "The Beginning" has made a brand-new transformation of the expression and connotation of this theme, and changed its theme into a theme for young people to grow up and act bravely. At the same time, it has become a beautiful story through the real life of several suspects on the bus, focusing on the simplicity and kindness of the psychology of small people in society.
So I think this feature of the Internet can change the nature of a subject. More importantly, it uses a method that TV series dare not use is time loop. althoughAlthough it is not new abroad, it is the first time in China. When I talked to its creators, they also said that this was just a test, and the TV series couldn't be tested, because it definitely wouldn't work. The test on the Internet was an instant hit. Network platforms provide unlimited opportunities and possibilities for innovation. Its innovative methods are in line with young people’s pursuit of newness and differences. Its focus on social issues has transformed a highly sensitive and sensitive subject into a warm and progressive one with mainstream value, and it is especially relevant to young people. A close subject, this is the power of the Internet, and it is the direction and angle explored in the development of the Internet drama.
to add that I think "The Beginning" will be a landmark work when we look back at it later. It is fully expressed in terms of aesthetic integration. On the one hand, in terms of structure, this play uses the structure of "infinite flow". "Infinite Flow" comes from the Internet, but the inner spirit is realism. "The Beginning" reflects social problems, reflects people's anxiety, reflects social emotions, and it focuses very accurately on the pain points of the moment. Looking back, if the theme that reflects these problems is let the two young actors of "The Beginning" control it as an ordinary TV series, without the structure of "infinite flow", it may not be so good-looking, and it may not be able to control this theme so well. Appropriate, feels appropriate and speaks to our hearts. It can be said that this drama repackages and expresses the connotation of realism, and tells a story with a special sense of realism in an art form with a special sense of net. The form of
is the iconic artistic style of online dramas. It uses the cultural production mechanism formed by Internet culture to strengthen the visual expression of our traditional realist spirit and make realist works more visible. The key is It is more visible to young audiences, so that the spirit of realism has been accepted and continued across generations. At the same time, it enriches the connotation of the cool feeling with the spirit of realism, so that the consumption of the cool feeling is not so pale and empty.
Second, the user attributes of the Internet. One of the characteristics of the Internet is that it serves users. This user is distinct. First of all, it needs to lock users in its own content products. Therefore, user thinking determines that its works must serve users accurately, and its users are younger.
Rejuvenation is a very broad concept, the characteristics of young people, the aesthetics of young people, the knowledge structure of young people, if these things are not given special attention in online dramas, or even grind them off as a marginal alternative. It is in line with the development law of the network. Of course, while targeting users and satisfying users, there is also a need for guidance. These two aspects should be carried out at the same time, not replacing the other with one.
Therefore, it is necessary to strengthen the guiding force of the works. The guiding force improves the aesthetics of users, and also makes the works have wider social radiation and influence. After the guiding force is improved, the users will expand and promote each other, so we must keep the online dramas serving the needs of users and improving the guiding force, and the two will develop at the same time.
For example, "Menghualu", although some voices are not good at its content, but what I value is that it returns to our traditional culture, is the prototype of Yuan Zaju, and still obtains resources and materials from traditional culture. At the same time, its exquisite production is in line with the entertainment psychological needs of young audiences, which is a good reflection.
Third, the technical properties of the Internet. It is not one-way like a TV station, it can be interactive, and the audience can watch the barrage at any time. Technology is interconnected and interconnected, empathetic and common. If a web drama does not have this feature, it does not provide the audience with space for imagination and expression during the viewing process, and if it provides him with emotional catharsis and acquisition needs, it will also kill the characteristics of web dramas.
Frankly speaking, our network platform now has more broadcasting influence than TV stations. This is a fact that we have to admit. Whether it is quantity, quality, or attention, its influence on young audiences in particular exceeds that of TV stations. In the past, when all 31 satellite TV stations were broadcasting dramas, the network could only broadcast two rounds behind. Now, there are only a few provincial-level satellite TVs that can buy new dramas. They provide audiences with up to 3 new dramas every night, plus CCTV, which is about 5, and some of them are broadcast by online stations, so the current influence And attention has shifted to the web.
So I'm a little sad, what about TV dramas? TV stations cannot afford to buy dramas now, and have to rely heavily on the Internet. All high-quality and large-scale dramas, if there is no network participating in the broadcast, it is impossible for the TV station to be exclusive, because the cost cannot be recovered. When the
TV series was prosperous, I once pulled a network drama. Now online dramas also need to help a bunch of TV dramas. It is necessary to consider a deeper integration in production and creation, so that both TV stations and the Internet can give full play to their respective advantages, and improve the production quality of Chinese TV dramas and online dramas to a higher level. It is the best time to have such a foundation now.
