On November 21, WeChat Coral Security, Kuaishou Security Center, etc. issued an announcement saying: During the special governance period, the platform found that the micro-short play “Black Lotus’s Handbook of Ascension” exaggerated the bad values of extreme revenge and using violence to counter violence, confusing right and wrong. concept, destroying the good ecology of the platform, the platform has removed the play from the shelves and is now making it public. 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 no matter what, just stay in this beautiful dream for a little longer, thank God for his mercy. “Black Lotus Ascension Manual” is produced by 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).
From this, but because it is difficult to disobey his parents’ orders, Xiao Tuo can only accept it. “Yeah, but in the past few days, Xiaotuo has been chasing her every day. Because of this, I can’t sleep at night. I think of Mimeng, who was once popular on the public account track and then fell into the dust, appearing in the public eye again. . 20 But she understood everything in an instant. Wasn’t she sick in bed? It was natural for her to have a bitter medicinal taste in her mouth, unless those people in the Xi family really wanted her to die. 20 The number of followers of the seventh-level Douyin account exceeds 10 million, and Mi Meng-style short dramas have begun to appear in the circle. The content produced by its experts is mainly short dramas. The short drama “The Dark Maid” that became popular during the National Day was also produced by the Mi Meng team. produced, but some viewers complained that when they turned on the Mi Meng-style short drama, cheating continued, quarrels and fights continued, and negative emotions such as anger, madness, worry, etc. came over them. This is not creating content, but creating emotions. . This time “Black Lotus’s Handbook” was removed from the shelves and banned from streaming. At the same time, the team’s other popular short drama “Li Special Assistant is So Beautiful” was also banned from streaming due to its content being suspected of being pornographic and vulgar. .
Short play “Crazy”, well versed in psychology to manipulate the audience’s emotions
During the interview, the reporter found that from the film and television teams that had been silent 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 drama groups starting production in Hengdian alone, and more than 200 groups are in preparation. The leading MCN agencies have produced more than 100 short dramas this year.
Due to the simple and crude payment model and the huge number of short video users, mini-program short drama plays frequently exceed 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 a man who is 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 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 short-term benefits. of happiness. The director is willing to approach the subject from a female emotional perspective because women bear more responsibilities in reproduction and childcare, and require more acute 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 policy on the online micro-short drama industry. Her precious daughter said she wanted to marry such a person? ! In the standard management work, a large number of accounts that published micro-short dramas in violation of regulations were banned one after another, and they all focused on the need to control “the promotion of bad values, pornography and vulgarity, the promotion of violence to counter violence, extreme revenge, gang-related, and violent behaviors.”
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 plot changed, “What are you asking, baby, I really don’t understand. What do you want baby to say?” Pei Yi frowned slightly, with a puzzled look on his face, as if he really didn’t understand. Conversion vest 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
Her heart sank slightly, she sat on the edge of the bed, reached out to hold her mother’s cold hand, and whispered to her unconscious mother-in-law: “Mother, can you hear my daughter-in-law’s voice? Husband, he