At present, micro-short dramas are developing rapidly, including mainstream creative institutions and online audio-visual platforms. A large number of excellent micro-short dramas with rich content, broad themes, and distinctive features, such as "A Dream Pillow Galaxy" and "Jianxin", have stood out. , promoted the micro-short drama track to become a new outlet for literary and artistic creation.
In this regard, the State Administration of Radio and Television has strengthened classification guidance, adhered to the combination of "grasping works" and "grasping the environment", focusing on standardized management on the one hand, and improving creation on the other. The core essence of this is to create a good creative and production ecology.
Recently, the Network Audiovisual Department of the State Administration of Radio, Film and Television has issued two management reminders in a row, providing timely reminders and standards for the current adverse tendencies in the creation of micro-short dramas with middle-aged and elderly themes and the so-called "overlord" theme, so as to promote the continuous creation of micro-short dramas. Go upward, toward goodness, toward beauty.
(1) The management tips for the "Domineering President" micro-short drama released by
on November 22 emphasized that the number of micro-short dramas with entrepreneurial groups as the protagonists of the story continues to rise, and some works are loved by netizens after being broadcast. However, there is a kind of micro-short drama that has been labeled by netizens as a "tyrannical president", which uses the character setting of the "tyrannical president" representing success, power, and wealth and the romantic plot setting of "falling in love with me" as a weight to pursue traffic. Code, some production agencies are scrambling to arrange plots that are seriously out of touch with the reality of life and real logic. Management tips believe that this phenomenon is pushing such micro-short dramas into the quagmire of over-entertainment.
In this regard, the Network Audiovisual Department of the State Administration of Radio, Film and Television has clearly put forward three management requirements, which include re-emphasis on the principles of creation and re-requirements for strengthening management.
management tips emphasize that we should adhere to the principle of realism to create short dramas that express entrepreneurial groups. It is necessary to get close to, understand, and study the entrepreneurial group, use their actual life as material, and carry out value extraction and aesthetic sublimation. Avoid wrapping absurd stories in realistic clothes, and do not use absurd artistic methods as an excuse to arbitrarily fabricate overly bizarre plots that lack value care, thereby affecting the public's perception of the Chinese entrepreneurial group and damaging the image of the entrepreneurial group.
Obviously, this reiterates the principle of creation, so the most fundamental principle that realism needs to adhere to is "truth". It must reflect real life and express real life. This is the most important element of all artistic creation.
Some micro-short dramas with the label of "Overlord" reflect reality through constant imagination, which are either illusory images or divorced from actual existence. The harm of such works based on the premise of "coolness" is self-evident. .
management tips emphasize that we should proactively set topics to tell the stories of Chinese entrepreneurs in history and contemporary times. Actively guide and support the creation and dissemination of short dramas that promote outstanding entrepreneurial spirit of patriotism, dedication, law-abiding business, entrepreneurship and innovation, and return to society, so as to create a good public opinion environment for economic development. Avoid being limited to love conflicts and family disputes, and especially avoid promoting views on marriage and love that cling to the powerful, wealthy, and rich.
One of the important functions of literary and artistic works, including micro-short plays, is to convey mainstream positive values, promote the excellent traditional Chinese culture, and infect and inspire people. If literary and artistic works fail to see the positive and sunny side of outstanding entrepreneurs, and express their thoughts with various fabricated wrong values, use entanglements instead of emotional expressions, and use bluff disputes to attract attention, it will be even more harmful.
Finally, the Network Audiovisual Department of the State Administration of Radio, Film and Television put forward specific requirements to strengthen the management of "Ba Zong" micro-short dramas, that is, to reduce the quantity, improve the quality, and not use words like "Ba Zong" as titles to attract attention. "Key micro-short plays" and "ordinary micro-short plays" must be strictly monitored and regulated. For "other mini-drama" self-examined by the platform, inspections and supervision must be strengthened to supervise the platform's implementation of the main responsibilities, further improve the internal management system, and improve the review and control capabilities. Prevent the existence of micro shortcomings that deliberately create excitement through worshiping money, showing off wealth, showing off power, and having fun, deviating from the mainstream value orientation in grasping the theme and shaping the protagonist, and promoting the outlook on life and values of getting something for nothing, reaching the sky in one step, and getting rich overnight. The drama is aired online.
In short, treating "coolness" that is divorced from real life elements as a creative attitude is fundamentally manifested in suspension. The foundation of creation is not solid. It is highly biased in the minds of the audience, especially contemporary young people, and must be seriously rectified. .
(2)
For some time, some micro-short dramas about middle-aged and elderly people have deliberately created conflicts and designed bloody plots to attract attention. They convey values that go against the trend of the times and are not in line with the spirit of the times, triggering public opinion about middle-aged and elderly people who are addicted and micro-competitive. The short play captures the worries of middle-aged and elderly people.
In response, the Network Audiovisual Department of the State Administration of Radio, Film and Television put forward the management requirements of “three encouragements and three changes” in its management tips.
First of all, encourage the creation of images of middle-aged and elderly characters who are kind and loving, wise and open-minded, brave and self-reliant, and mature and strong, and reverse the stereotyped creative tendency of "evil mother-in-law" and "evil grandma" that highlight boys over girls, greedy and calculating, cruel and overbearing.
Secondly, encourage the creation of works based on the themes of filial piety, love for relatives, mutual help among neighbors, and social harmony that care about the life difficulties and psychological dilemmas of middle-aged and elderly people, and reverse the creative tendency of deliberately creating conflicts and tearing apart values.
On this basis, we encourage the creation of stories that express the achievements of middle-aged and elderly people in the new era and contribute "silver power" to family civilization, social development, and national progress, and reverse the creation that excessively marginalizes and stereotypes the images of middle-aged and elderly people. tendency.
At present, more and more middle-aged and elderly people have become an important audience group of micro-short dramas. According to the "Statistical Report on the Development of China's Internet Network", as of June 2024, there will be more than 570 million users of micro-short dramas, of which middle-aged and elderly viewers It is becoming an important force in the short drama market. The payment activity of middle-aged and elderly users aged 45 to 64 exceeds the overall average level.
Middle-aged and elderly people are addicted to micro-short dramas. They have both emotional needs and practical needs for companionship. For this reason, micro-short dramas have become an important way of entertainment. Some micro-short dramas just capture this key point, and some plots are exaggerated and even a bit vulgar. This does not help improve the aesthetic level of middle-aged and elderly people, but seriously affects their values.
In this context, the creation of micro-short dramas should actively create works with themes that are close to the actual lives of the elderly, such as family emotions, healthy life, and elderly care, so as to arouse emotional resonance. The important principles are content innovation and quality improvement.
(3)
From a practical perspective, the two management tips issued by the Network Audiovisual Department of the State Administration of Radio, Film and Television are timely. Management reminders are a conventional means for management agencies. They are a corrective action for adverse phenomena that occur during the development of the industry. They are also an important manifestation of giving full play to positive guidance and management means.
can see from the management tips that it not only analyzes the bad phenomena, but also provides specific means to curb bad tendencies. Its fundamental purpose is to enhance the industry's re-understanding and further strengthening of high-quality creations.
Whether it is an online audio-visual platform or a production organization, you must know that the mainstream of its works also represents the character of a platform.
In the creation of micro-short dramas, if "cool" is used to win, "bizarre" is used to win, and "dog blood" is used as the traffic password, it will eventually lose the character of the platform or creative institution, and the audience is the judge. If things go on like this, you will eventually lose traffic due to "sneaking traffic".
For this reason, in the creation of micro-short plays, we must work hard on subject selection, ideological exploration and soul shaping, we must work hard on being upward, good, and beautiful, and we must work hard on embodying the spirit of Chinese culture and reflecting the aesthetic pursuit of the Chinese people. , this is the way to win in micro-short dramas.
At present, micro-short dramas are developing rapidly, including mainstream creative institutions and online audio-visual platforms. A large number of excellent micro-short dramas with rich content, broad themes, and distinctive features, such as "A Dream Pillow Galaxy" and "Jianxin", have stood out. , promoted the micro-short drama track to become a new outlet for literary and artistic creation.
In this regard, the State Administration of Radio and Television has strengthened classification guidance, adhered to the combination of "grasping works" and "grasping the environment", focusing on standardized management on the one hand, and improving creation on the other. The core essence of this is to create a good creative and production ecology.
Recently, the Network Audiovisual Department of the State Administration of Radio, Film and Television has issued two management reminders in a row, providing timely reminders and standards for the current adverse tendencies in the creation of micro-short dramas with middle-aged and elderly themes and the so-called "overlord" theme, so as to promote the continuous creation of micro-short dramas. Go upward, toward goodness, toward beauty.
(1) The management tips for the "Domineering President" micro-short drama released by
on November 22 emphasized that the number of micro-short dramas with entrepreneurial groups as the protagonists of the story continues to rise, and some works are loved by netizens after being broadcast. However, there is a kind of micro-short drama that has been labeled by netizens as a "tyrannical president", which uses the character setting of the "tyrannical president" representing success, power, and wealth and the romantic plot setting of "falling in love with me" as a weight to pursue traffic. Code, some production agencies are scrambling to arrange plots that are seriously out of touch with the reality of life and real logic. Management tips believe that this phenomenon is pushing such micro-short dramas into the quagmire of over-entertainment.
In this regard, the Network Audiovisual Department of the State Administration of Radio, Film and Television has clearly put forward three management requirements, which include re-emphasis on the principles of creation and re-requirements for strengthening management.
management tips emphasize that we should adhere to the principle of realism to create short dramas that express entrepreneurial groups. It is necessary to get close to, understand, and study the entrepreneurial group, use their actual life as material, and carry out value extraction and aesthetic sublimation. Avoid wrapping absurd stories in realistic clothes, and do not use absurd artistic methods as an excuse to arbitrarily fabricate overly bizarre plots that lack value care, thereby affecting the public's perception of the Chinese entrepreneurial group and damaging the image of the entrepreneurial group.
Obviously, this reiterates the principle of creation, so the most fundamental principle that realism needs to adhere to is "truth". It must reflect real life and express real life. This is the most important element of all artistic creation.
Some micro-short dramas with the label of "Overlord" reflect reality through constant imagination, which are either illusory images or divorced from actual existence. The harm of such works based on the premise of "coolness" is self-evident. .
management tips emphasize that we should proactively set topics to tell the stories of Chinese entrepreneurs in history and contemporary times. Actively guide and support the creation and dissemination of short dramas that promote outstanding entrepreneurial spirit of patriotism, dedication, law-abiding business, entrepreneurship and innovation, and return to society, so as to create a good public opinion environment for economic development. Avoid being limited to love conflicts and family disputes, and especially avoid promoting views on marriage and love that cling to the powerful, wealthy, and rich.
One of the important functions of literary and artistic works, including micro-short plays, is to convey mainstream positive values, promote the excellent traditional Chinese culture, and infect and inspire people. If literary and artistic works fail to see the positive and sunny side of outstanding entrepreneurs, and express their thoughts with various fabricated wrong values, use entanglements instead of emotional expressions, and use bluff disputes to attract attention, it will be even more harmful.
Finally, the Network Audiovisual Department of the State Administration of Radio, Film and Television put forward specific requirements to strengthen the management of "Ba Zong" micro-short dramas, that is, to reduce the quantity, improve the quality, and not use words like "Ba Zong" as titles to attract attention. "Key micro-short plays" and "ordinary micro-short plays" must be strictly monitored and regulated. For "other mini-drama" self-examined by the platform, inspections and supervision must be strengthened to supervise the platform's implementation of the main responsibilities, further improve the internal management system, and improve the review and control capabilities. Prevent the existence of micro shortcomings that deliberately create excitement through worshiping money, showing off wealth, showing off power, and having fun, deviating from the mainstream value orientation in grasping the theme and shaping the protagonist, and promoting the outlook on life and values of getting something for nothing, reaching the sky in one step, and getting rich overnight. The drama is aired online.
In short, treating "coolness" that is divorced from real life elements as a creative attitude is fundamentally manifested in suspension. The foundation of creation is not solid. It is highly biased in the minds of the audience, especially contemporary young people, and must be seriously rectified. .
(2)
For some time, some micro-short dramas about middle-aged and elderly people have deliberately created conflicts and designed bloody plots to attract attention. They convey values that go against the trend of the times and are not in line with the spirit of the times, triggering public opinion about middle-aged and elderly people who are addicted and micro-competitive. The short play captures the worries of middle-aged and elderly people.
In response, the Network Audiovisual Department of the State Administration of Radio, Film and Television put forward the management requirements of “three encouragements and three changes” in its management tips.
First of all, encourage the creation of images of middle-aged and elderly characters who are kind and loving, wise and open-minded, brave and self-reliant, and mature and strong, and reverse the stereotyped creative tendency of "evil mother-in-law" and "evil grandma" that highlight boys over girls, greedy and calculating, cruel and overbearing.
Secondly, encourage the creation of works based on the themes of filial piety, love for relatives, mutual help among neighbors, and social harmony that care about the life difficulties and psychological dilemmas of middle-aged and elderly people, and reverse the creative tendency of deliberately creating conflicts and tearing apart values.
On this basis, we encourage the creation of stories that express the achievements of middle-aged and elderly people in the new era and contribute "silver power" to family civilization, social development, and national progress, and reverse the creation that excessively marginalizes and stereotypes the images of middle-aged and elderly people. tendency.
At present, more and more middle-aged and elderly people have become an important audience group of micro-short dramas. According to the "Statistical Report on the Development of China's Internet Network", as of June 2024, there will be more than 570 million users of micro-short dramas, of which middle-aged and elderly viewers It is becoming an important force in the short drama market. The payment activity of middle-aged and elderly users aged 45 to 64 exceeds the overall average level.
Middle-aged and elderly people are addicted to micro-short dramas. They have both emotional needs and practical needs for companionship. For this reason, micro-short dramas have become an important way of entertainment. Some micro-short dramas just capture this key point, and some plots are exaggerated and even a bit vulgar. This does not help improve the aesthetic level of middle-aged and elderly people, but seriously affects their values.
In this context, the creation of micro-short dramas should actively create works with themes that are close to the actual lives of the elderly, such as family emotions, healthy life, and elderly care, so as to arouse emotional resonance. The important principles are content innovation and quality improvement.
(3)
From a practical perspective, the two management tips issued by the Network Audiovisual Department of the State Administration of Radio, Film and Television are timely. Management reminders are a conventional means for management agencies. They are a corrective action for adverse phenomena that occur during the development of the industry. They are also an important manifestation of giving full play to positive guidance and management means.
can see from the management tips that it not only analyzes the bad phenomena, but also provides specific means to curb bad tendencies. Its fundamental purpose is to enhance the industry's re-understanding and further strengthening of high-quality creations.
Whether it is an online audio-visual platform or a production organization, you must know that the mainstream of its works also represents the character of a platform.
In the creation of micro-short dramas, if "cool" is used to win, "bizarre" is used to win, and "dog blood" is used as the traffic password, it will eventually lose the character of the platform or creative institution, and the audience is the judge. If things go on like this, you will eventually lose traffic due to "sneaking traffic".
For this reason, in the creation of micro-short plays, we must work hard on subject selection, ideological exploration and soul shaping, we must work hard on being upward, good, and beautiful, and we must work hard on embodying the spirit of Chinese culture and reflecting the aesthetic pursuit of the Chinese people. , this is the way to win in micro-short dramas.
Source: People’s Daily
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