On November 21st, WeChat coral was safe in the room. She was stunned for a moment, then turned and walked out of the room to find someone. , Kuaishou Security Center, etc. issued an announcement saying: During the special governance period, the platform found that the micro-short drama “Black Lotus Ascension Manual” exaggerated the bad values of extreme revenge and using violence to counter violence, confusing the concept of right and wrong, and destroying the good ecology of the platform. The platform has removed the The drama has been removed from the shelves and is now being announced. As the relevant departments halted the short dramas of the Mi Meng team, the answer to whether the regulatory hammer will fall on the short drama industry has become increasingly clear.
“Black Lotus” is invisible, the Mi Meng-style short drama triggers reflection
The reporter noticed that the Douyin account of “Black Lotus Master’s Manual” has now become a private account, all published content is invisible, and the account name has also been changed to emoticons, only the “Hot List of Short Dramas” The label has left traces of its popularity, and 1.64 million fans are still paying attention.
This paid short drama was launched on November 16. Two days later, it became a hot search topic and sparked widespread discussion. According to market news, it was reported that it attracted 20 million yuan in 24 hours. In just three or four days, it detonated the entire Short drama industry. Some netizens said that with the plot of the concubine’s revenge, the show is fast-paced and has many twists and turns, which makes netizens happy. It is regarded as a combination of “The Legend of Zhen Huan” and “Story of Yanxi Palace”.
What is striking is that public information shows that the producer of “Black Lotus’s Ascension Manual” is Shanghai Silver Earth Culture Media Co., Ltd. The Tianyancha APP shows that Zhang Jingsi is the legal representative and executive director. Intellectual property information shows that the company has applied for Internet celebrity blogger trademarks such as “Qiao Qiyue” and “Jiang Shiqi”. The current trademark status is mostly awaiting substantive review. It is reported that Zhang Jingsi was once a partner of Mimeng (Ma Ling).
As a result, people who had competed with their caravan on the public account, but after waiting for half a month, there was still no news about Pei Yi. , in desperation, they could only ask people to pay attention to this matter and return to Beijing first. Mi Meng, who was once popular but fell into disgrace, once again appeared in the public eye. In 2020, as the number of followers of Jiang Shiqi and other Douyin accounts exceeded 10 million, Mi Meng-style skits began to appear in the circle. “Stop pretending to be stupid with your mother, hurry up.” Mother Pei was dumbfounded. , the content produced by its experts is mainly short plays. The popular short play “Dirty Maid” during the National Day was also produced by the Mi Meng team, but some viewers complained that when the Mi Meng style skit was opened, the cheating horse and the stranger were on the boat until the person stopped. There are constant quarrels and fights, and negative emotions such as anger, madness, worry, etc. come over you. This is not creating content, but creating emotions. While “Black Lotus’s Success Manual” was removed from the shelves and banned from streaming, another popular short drama “Li Special Assistant is So Beautiful” by the team was also suspected of pornographic content. Bing saw his daughter lying angrily. When he was unconscious on the bed, the pain in his heart and his resentment towards the Xi family were so deep. Vulgar and borderline pornography is prohibited.
The short play “Crazy” is well versed in the concept of psychology.Public emotions
During the interview, the reporter found that from the film and television teams that had been dormant for a long time to the leading companies in the industry, they have all turned to short drama creation. Industry insiders said that there may be more than 100 procedural short film crews starting up in Hengdian alone. “Where is Dad?” Lan Yuhua turned to look at her father. More than 200 groups are preparing, and leading MCN organizations have produced more than 100 short dramas this year.
Due to the simple and rude payment model and the huge number of short video users, the playback volume of mini program short dramas often exceeds 100 million, and good news spreads frequently in the circle. A short play screenwriter told reporters that short plays have different revenue methods from theatrical movies and online movies. The platform will not adopt prepayment or buyout, but basically broadcast and traffic sharing. In order to retain viewers, platforms value gimmicks and attention-grabbing far more than quality. To put it bluntly, short dramas do not rely on the quality of the series or word-of-mouth to attract audiences. Most of the time, they fall into the trap of “customary payment”. Arousing the audience’s emotions often makes people pay for their emotions and pay impulsively.
According to Zhou Xiao, the young director who made the hit “This Male Protagonist is a Little Cold”, rather than following market trends and betting on hit themes, he is more willing to start from the collective emotions of female audiences and analyze their desire to learn from short plays. Emotional compensation received. They look forward to men who are both abstinent and full of sexual tension; they like the “coldness” of keeping away from strangers, and they are fascinated by the “pampering” that contrasts with it. “The more restrained we are in real life and the less we believe in what we can have, the more subconsciously it will be magnified and the more we want to have it. Ancient puppets and reality are complementary.”
Han Ning, a national second-level psychological counselor, a member of the Jiangsu Nanjing 12355 Psychological Expert Think Tank, and a senior lecturer on ideological and political affairs at Nanjing Transportation Technician College, told reporters that the pace of work is getting faster and faster, and short plays are suitable for people to use fragmented time to gain brief moments. of happiness. The director is willing to approach the subject matter from a female emotional perspective because women bear more responsibilities in reproduction and childcare, and require more keen perception and emotional expression. Their emotions are more delicate than men’s, and they are easier to empathize with.
Catering to the audience cannot be without a bottom line, and the normalized management mechanism is being improved
But satisfying psychological needs does not mean satisfying bottomless desires. Recently, the three major short video platforms, WeChat, Douyin, and Kuaishou, have actively responded to the State Administration of Radio and Television’s regulatory management of the online micro-short drama industry ecology, and have successively banned a large number of accounts that illegally publish micro-short dramas. They all emphasized the need to control “Promote bad values, pornography and vulgarity, promote violence against violence, extreme revenge, gang involvement, and violent behavior.”
The State Administration of Radio, Film and Television also took action. Beginning in late November 2022, the State Administration of Radio, Film and Television spent three months intensively organizing and carrying out special rectification work on “mini programs” online micro-short dramas. As of February 28, 2023, a total of pornographic, vulgar, bloody, violent, and pornographic short dramas have been offline. Low style, vulgar aestheticsThere were more than 25,300 micro-short dramas with 1,365,004 episodes and other content, and 2,420 “mini programs” containing illegal content were removed from the shelves.
Since then, the State Administration of Radio, Film and Television has normalized the management of online micro-short dramas, and established a “blacklist” mechanism for online micro-shorts to supervise the timely removal of all online platforms, promote joint participation in governance, and effectively prevent and prevent illegal online micro-shorts. The drama changed its location and changed its vest for broadcast.
Next, the State Administration of Radio, Film and Television will continue to improve the normalized management mechanism, including accelerating the formulation of the “Detailed Rules for the Creation, Production and Content Review of Online Micro-Short Dramas”, studying and promoting the inclusion of online micro-short drama APPs and “mini programs” into daily organizational management.
Yangzi Evening News/Ziniu News reporter Zhang Nan