"A lucky pregnancy overnight, a flash marriage and the love of my wife", "I am 50 years old and pregnant with the child of my 20-year-old boss", "The Return of the Cleaning Mom Wuji"... In recent months, a number of middle-aged and elderly themes have exploded. The skit attracted widespread criticism from all walks of life. In early November, multiple platforms and short drama production organizations reported that they had received management tips from the Internet Audiovisual Department of the State Administration of Radio, Film and Television for micro-short dramas about middle-aged and elderly people, which triggered discussions in the industry. Many short dramas with exaggerated content about middle-aged and elderly people have also been released from the Internet. The platform disappears.
According to the currently released management tips for micro-short dramas with middle-aged and elderly themes, the tips on the one hand affirmed that micro-short dramas with middle-aged and elderly themes meet the emotional needs of middle-aged and elderly people, and also mentioned that some short dramas deliberately create conflicts and design bloody plots in order to attract attention. Conveying values that go against the trend of the times and the spirit of the times has aroused public concerns about the addiction of middle-aged and elderly people and the harvest of micro-short dramas. At the same time, the creation of micro-short plays on the theme of middle-aged and elderly people is proposed to "reverse the stereotyped creative tendency of the 'evil mother-in-law' and 'evil grandma' that emphasizes sons over daughters, greed for money and calculation, vicious and overbearing", "reverse the tendency of deliberately creating conflicts and tearing apart values" "Creative Tendency" requires "reversing the creative tendency that excessively marginalizes and stereotypes the images of middle-aged and elderly people." The emergence of this reminder may be inseparable from the criticism and concern caused by short dramas about middle-aged and elderly people that have been on the road to madness in recent months.
In recent months, short dramas about middle-aged and elderly people have become popular in the short drama market. Most of the content is "Mary Sue" plots for middle-aged and elderly people. For example, a middle-aged cleaning lady falls in love with a young boss, and the plot then takes a surprising turn. The middle-aged cleaning lady turned out to be the hidden richest man in the world, and For example, the daughter-in-law misunderstood her young and beautiful mother-in-law as the lover of her domineering husband, but she did not expect that her mother-in-law's true identity was actually the chairman of the consortium... The plots of these short dramas aimed at the silver-haired people have no logic and are only "fun", and they are mass-produced. There are many plagiarisms that change the source without changing the medicine, which makes the topic "domestic short dramas have gone crazy" frequently aroused heated discussions.
But if we go back a few years, the early short dramas about middle-aged and elderly people were not like this. In 2021, the short drama " Aunt's World " detonated the Internet. This drama is based on the super rich and humorous retirement life of two retired aunts. The short play with the main content has captured the hearts of many netizens, and also allowed the audience to see the feasibility of creating short plays with middle-aged and elderly people as the theme in the market. However, with the rapid development of short dramas and the sinking of the market, the creative direction of some short dramas began to deviate. The scripts were no longer carefully crafted, but with "cool points" as the only trend vane, and a large number of low-quality short dramas flooded into the market. . Data from iResearch shows that in the micro-short drama market in 2024, users aged 40 to 59 will account for 37.3%, and users over 60 will account for 12.1%. According to the latest data released by the Ministry of Civil Affairs, as of the end of 2023, my country's population aged 60 and above has reached 297 million.
At the same time, the proportion of elderly people accessing the Internet is also increasing. The 54th "Statistical Report on China's Internet Development Status" shows that among the new Internet users in the first half of 2024, the elderly group aged 60 and above accounted for 20.8%. Middle-aged and elderly users account for half of the short drama market , the elderly Mary Sue and elderly cool dramas tailored for middle-aged and elderly users naturally came into being, and some exaggerated, bizarre, and vulgar short dramas for middle-aged and elderly people began to be launched online, such as "The Return of the Cleaning Mom" that has caused widespread discussion before , in which outrageous plots such as "the male protagonist was drugged and the female protagonist sacrificed her life to help" and "the female protagonist's true identity was revealed to be the world's richest man in a desperate situation" shocked netizens.
Paid short dramas have caused more consumer rights protection issues. In May 2024, iResearch surveyed 1,022 micro-short drama users and also released the "2024 China Micro-Short Drama Industry Research Report". The report shows that users aged 40-59 account for 37.3% of micro-short drama users, and users aged 60 and above account for 12.1%; and the "Short Video Live E-commerce Development Insights" shows that users aged 41 and above on Douyin and Kuaishou account for 12.1%. Compared with 36.3%, users over 51 years old also accounted for 18.9%, 30% of whom have monthly online spending power of more than 2,000 yuan.In order to attract more users to pay, many apps have set up renewal traps. Middle-aged and elderly people who are addicted to cool dramas can accidentally recharge hundreds or even thousands. When their children want to defend their rights, they find that it is not that easy to get a refund. The short drama for middle-aged and elderly people has become a "spiritual killing plate". Some people in the short drama industry believe that from the perspective of management tips, the creation of short dramas with middle-aged and elderly themes is still encouraged, but the creative direction should change. The short drama creation as a whole is exploring the high-quality route, and the theme of middle-aged and elderly people will naturally also No exception. Short dramas that only seek to satisfy the needs of middle-aged and elderly people are not the correct way to satisfy the spiritual needs of middle-aged and elderly people.
"A lucky pregnancy overnight, a flash marriage and the love of my wife", "I am 50 years old and pregnant with the child of my 20-year-old boss", "The Return of the Cleaning Mom Wuji"... In recent months, a number of middle-aged and elderly themes have exploded. The skit attracted widespread criticism from all walks of life. In early November, multiple platforms and short drama production organizations reported that they had received management tips from the Internet Audiovisual Department of the State Administration of Radio, Film and Television for micro-short dramas about middle-aged and elderly people, which triggered discussions in the industry. Many short dramas with exaggerated content about middle-aged and elderly people have also been released from the Internet. The platform disappears.
According to the currently released management tips for micro-short dramas with middle-aged and elderly themes, the tips on the one hand affirmed that micro-short dramas with middle-aged and elderly themes meet the emotional needs of middle-aged and elderly people, and also mentioned that some short dramas deliberately create conflicts and design bloody plots in order to attract attention. Conveying values that go against the trend of the times and the spirit of the times has aroused public concerns about the addiction of middle-aged and elderly people and the harvest of micro-short dramas. At the same time, the creation of micro-short plays on the theme of middle-aged and elderly people is proposed to "reverse the stereotyped creative tendency of the 'evil mother-in-law' and 'evil grandma' that emphasizes sons over daughters, greed for money and calculation, vicious and overbearing", "reverse the tendency of deliberately creating conflicts and tearing apart values" "Creative Tendency" requires "reversing the creative tendency that excessively marginalizes and stereotypes the images of middle-aged and elderly people." The emergence of this reminder may be inseparable from the criticism and concern caused by short dramas about middle-aged and elderly people that have been on the road to madness in recent months.
In recent months, short dramas about middle-aged and elderly people have become popular in the short drama market. Most of the content is "Mary Sue" plots for middle-aged and elderly people. For example, a middle-aged cleaning lady falls in love with a young boss, and the plot then takes a surprising turn. A middle-aged cleaning lady turned out to be the hidden richest man in the world, or the daughter-in-law mistook her young and beautiful mother-in-law for her domineering husband's lover, but she didn't expect that her mother-in-law's true identity was actually the chairman of the consortium...these short dramas aimed at the silver-haired people have no plot. The logic is only "cool", and it is produced in batches. Plagiarisms that change the essence without changing the medicine are everywhere, which makes the topic "domestic short dramas have gone crazy" frequently aroused heated discussions.
But if we go back a few years, the early short dramas about middle-aged and elderly people were not like this. In 2021, the short drama " Aunt's World " detonated the Internet. This drama is based on the super rich and humorous retirement life of two retired aunts. The short play with the main content has captured the hearts of many netizens, and also allowed the audience to see the feasibility of creating short plays with middle-aged and elderly people as the theme in the market. However, with the rapid development of short dramas and the sinking of the market, the creative direction of some short dramas began to deviate. The scripts were no longer carefully crafted, but with "cool points" as the only trend vane, and a large number of low-quality short dramas flooded into the market. . Data from iResearch shows that in the micro-short drama market in 2024, users aged 40 to 59 will account for 37.3%, and users over 60 will account for 12.1%. According to the latest data released by the Ministry of Civil Affairs, as of the end of 2023, my country's population aged 60 and above has reached 297 million.
At the same time, the proportion of elderly people accessing the Internet is also increasing. The 54th "Statistical Report on China's Internet Development Status" shows that among the new Internet users in the first half of 2024, the elderly group aged 60 and above accounted for 20.8%. Middle-aged and elderly users account for half of the short drama market. The elderly Mary Sue and elderly Shuang dramas tailored for middle-aged and elderly users naturally emerged. Some exaggerated, bizarre, and vulgar short dramas for middle-aged and elderly people began to be launched online. For example, they have attracted widespread attention. The discussed "The Return of the Cleaning Mom" contained outrageous plots such as "the male protagonist was drugged and the female protagonist sacrificed her life to help" and "the female protagonist's true identity was revealed to be the world's richest man in a desperate situation", which stunned netizens.
Paid short dramas have caused more consumer rights protection issues. In May 2024, iResearch surveyed 1,022 micro-short drama users and also released the "2024 China Micro-Short Drama Industry Research Report". The report shows that users aged 40-59 account for 37.3% of micro-short drama users, and users aged 60 and above account for 12.1%; and the "Short Video Live E-commerce Development Insights" shows that users aged 41 and above on Douyin and Kuaishou account for 12.1%. Compared with 36.3%, users over 51 years old also accounted for 18.9%, 30% of whom have monthly online spending power of more than 2,000 yuan.In order to attract more users to pay, many apps have set up renewal traps. Middle-aged and elderly people who are addicted to cool dramas can accidentally recharge hundreds or even thousands. When their children want to defend their rights, they find that it is not that easy to get a refund. The short drama for middle-aged and elderly people has become a "spiritual killing plate". Some people in the short drama industry believe that from the perspective of management tips, the creation of short dramas with middle-aged and elderly themes is still encouraged, but the creative direction should change. The short drama creation as a whole is exploring the high-quality route, and the theme of middle-aged and elderly people will naturally also No exception. Short dramas that only seek to satisfy the needs of middle-aged and elderly people are not the correct way to satisfy the spiritual needs of middle-aged and elderly people.
Text/Yangzi Evening News-Ziniu News reporter Shen Zhao
Editor/Qiao Ying
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