Micro dramas can better tell China stories

Micro dramas, featuring vertical, smartphone-suited video clips lasting only a few minutes are gaining traction both in China and abroad. The micro dramas are specifically designed and developed for smartphone and tablet users who prefer quick and engaging content. The genre has become popular due to its smart editing techniques, close-up shots, novel plot twists and unique characters.

While the production of a large number of micro dramas in a relatively short time has created welcome opportunities for new actors and directors in the film and TV industry, most of the dramas released overseas have been influenced by Chinese productions, featuring time travel, counterattacks by sons-in-law, lover couples, revenge sagas, and struggles in the harem. But such micro dramas have changed the characters to fit Western tropes.

By featuring werewolves, vampires and billionaires, these micro dramas have been attracting a large number of Generation Z viewers in Europe and the United States through streaming platforms such as ReelShort, a video-streaming platform of California-based Crazy Maple Studio which is owned by Chinese digital content provider COL Group.

According to a white paper released by the China Netcasting Services Association, the micro drama industry is undergoing transformation and upgrading, with the number of micro drama viewers in China reaching 576 million in June 2024, accounting for 52.4 percent of total internet users. The white paper estimated that the market size of micro dramas will exceed 68 billion yuan ($9.3 billion) in 2025 and 100 billion in 2027.

But despite their success, many micro dramas have come in for criticism for their vulgar content. People believe such content can affect teenagers, for whom watching micro dramas has become a daily necessity, not to mention that vulgar content is detrimental to the development of the micro-drama industry and, by extension, the online audio-visual ecosystem.

Micro dramas may be popular among the public but their similar content can make them displeasing after people realize the new video clips are clones of previous ones. As a result, they will lose their competitiveness and eventually fade from the online market.

Against this backdrop, the National Radio and Television Administration launched the "micro drama plus" action plan, with the aim of integrating the micro-drama industry with other industries in order to foster cultural innovation and economic growth. The initiative features several programs, including "travel through micro dramas", which seek to promote tourism and rural vitalization by making 100 micro dramas on cultural landmarks, natural landscapes and urban attractions.

Most of the tourist sites have their own unique history and cultural significance which can be highlighted by micro dramas, inspiring viewers to visit such sites.

Some high-quality micro dramas featuring some cultural elements and tourist sites have already given rise to a new consumption pattern, boosting the development of tourism in some regions. Similarly, micro dramas will be integrated with other industries to form new business models.

The NRTA is expected to launch more initiatives involving micro dramas, prompting the industry to produce high-quality products, for example, to help audiences gain knowledge about science and law, or know more about intangible cultural heritage.

Many local governments have responded to the national call and introduced favorable policies for the micro-drama industry. For example, Guangdong province has adopted a policy to encourage producers to use cutting-edge technology to make smart micro dramas for foreign audiences. With its abundant traditional cultural resources and intangible heritages, Guangdong aims to leverage micro dramas to promote local culture and enhance its global image.

In this era of social media, no single movie or TV drama can dominate the market. That's why efforts are being made to weave a transmedia story world through franchise. Many high-quality, government-funded micro dramas are exploring the construction of a transmedia story world.

The "micro drama plus" model will thus ensure the micro-drama industry cooperates with the film, TV series, online drama, animation and gaming industries to create a transmedia story world.

Hopefully, micro dramas will continue to take advantage of their fast transmission speed, wide-ranging influence and low cost to timely change their narrative and direction by interacting with audiences, and offer classic franchise products — while high-quality original micro dramas will showcase Chinese culture in a diversified way.

The government is expected to chart a clear path for the development of the micro-drama industry while encouraging it to highlight the nuances and uniqueness of traditional Chinese culture, and shine a spotlight on China's archaeological and historical treasures. We expect micro dramas as a medium to shoulder the responsibility of better telling China's stories and highlighting the achievements of Chinese modernization.

The author is a professor at the Institute for Cultural Industries of Shenzhen University and a research fellow of Key Laboratory of Philosophy and Social Sciences in Guangdong Province of Shenzhen University.

The views don't necessarily reflect those of China Daily.

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