the silver-haired micro-short drama is a hit, but it can’t just have emotional value
2024-09-27
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original title: the silver-haired micro-short drama is a hit, but it can’t just have emotional value
wenhui po reporter wei zhong
with the popularization of the internet and the rise of short video platforms, micro-short dramas for the elderly have gradually become a force that cannot be ignored. with their easy-to-understand and fast-paced features, these works quickly occupied the leisure time of the elderly and gained a considerable amount of playback. on the douyin platform alone, the recent "fifty-year-old nanny marries a rich family" has 150 million views, "mother-in-law stuns everyone at the wedding" has 140 million views, and "the group's doting mom can't be offended" has 130 million views. views.
many micro-short dramas focus on the daily life difficulties or emotional needs of the elderly, such as the yearning for love in the sunset, the entanglements between family ties, etc., and have become very popular. however, in the creation of silver-haired short dramas that have become popular recently, parallel transplanted "routines" such as "the domineering president falls in love with me" and "the hidden rich man reveals" are often seen, and many of them only focus on "emotional value" and ignore "exaggeration". "absurd" style. regarding the direction of film and television creation on the subject of aging, huang he, a researcher at the national academy of development and strategy at renmin university of china, believes that while taking into account audio-visual expression and the core of the story, the work should also return to life and address the existing problems that exist in the lives of the elderly in reality. give a powerful response.
customize the "ultimate" emotional experience for the viewers of "sunset red"
the "research report on emotional care for the elderly and the use value of short videos" previously released by the department of psychology of beijing normal university pointed out that the fundamental reason for the phenomenon of the elderly "chasing love on the internet" is that the actual relationship needs of the elderly have not been fully met. elderly audiences tend to choose plays based on their own living conditions and the stories of the people around them. they hope to gain emotional value while passing time, especially to make up for the regrets in their lives.
"the most beautiful thing is the red sunset." in addition to family companionship, the short video needs of the silver-haired people are very prominent. some micro-short dramas have transplanted the traditional "tycoon + sweet pet" theme, but adapted it based on the life scenes of middle-aged and elderly people. for example, "a fifty-year-old nanny marries a rich family" tells the story of liu guihua, a nanny who unexpectedly meets and falls in love with the president of a group, and battles wits and courage with the president's ex-wife who is competing for the family property. data shows that the old routines of "mary sue" and "jack sue" are equally effective when switched to the silver-haired track. other micro-short dramas for middle-aged and elderly female users first use "heart-breaking" plots to earn a wave of "tears", and then use extreme reversal plots to achieve the "refreshing" feeling. for example, "i am mom", which has been viewed 560 million times on the douyin platform, is based on the issue of child support. it tells the story of an eldest son who, in order to marry a wealthy daughter, does not recognize his "ugly mother" who worked hard to raise him; the youngest son, who had become a domineering president, appeared and punished all those who bullied his mother. in the currently airing micro-short drama "you can't provoke your family", zhou mei, who was discriminated against and made things difficult for her by her parents' family, finally achieved a "reversal and slap in the face" with the help of her three successful sons. there is a "parental comparison mentality" in children's education.
the "cool" point of older men is that they often hide their "wealth" under their ordinary appearance, achieving an exaggerated reversal of "pretending to be a pig and eating a tiger". for example, the protagonist qin tianhua in "the delivery dad is a full-level boss" is a hidden rich man. he appears as a delivery boy every day, but he can mobilize trillions of funds to turn around the stock market with just one phone call, making everyone in the securities business hall hate him. "worship". the "routines" of male videos that revolve around dual identities to create reversals and refreshments have been tried and tested, such as "daddy returns from the peak" and "old paoer goes to battle with father and son". the male protagonist always "falls from the sky" to reveal his hidden identity at critical moments. the status of a tyrant or rich man.
high-quality silver-haired micro-short drama may be not far ahead
it can be said that most of the currently popular silver-themed micro-short dramas are based on family ethics and emotional entanglements. however, while choosing the psychological and emotional focus of the elderly audience, the common characters in the creation of micro-short dramas are stereotyped and absurd plots. and other questions, "not a single one is too little." for example, the recent hit "mother-in-law stuns the audience at the wedding" focuses on the common conflicts between mother-in-law and daughter-in-law in society: lin cuiru, who is young in appearance and has a well-maintained body, returns from abroad to attend her son's wedding, but is mistaken for a mistress by her prospective daughter-in-law, whom she has never met. he was dragged to the engagement party and beaten and humiliated in public. then the son, who is the ceo, arrives and angrily cancels the engagement, leaving the vicious daughter-in-law-to-be filled with regret. the story of "mother-in-law being bullied by evil daughter-in-law" may make some viewers come with sympathy, but in the end they leave with the evaluation of "rolling thunder from the sky".
previously, a topic on weibo, "the social value of elderly short dramas is to provide the elderly with dramas to watch" was a hot search topic. the popularity and shortcomings of the silver-haired micro-short drama market have also aroused the attention and thinking of more and more people in the industry. micro-short dramas usually contain high-contrast plots such as reversals and counterattacks, which can undoubtedly make the audience feel the strong emotional impact one after another. however, these short dramas, which are empty, bizarre and lack practical significance, dominate the silver audio-visual market and consume the market. a lot of attention and "mobile phone screen time" are no different than drinking poison to quench thirst.
how do you view the lack of effective supply of long-form dramas for older audiences? why can micro-short dramas that are “more shocking the more you watch” or “more exciting the more you watch” can capture the psychology of older audiences? is there anything in it that mainstream film and television creators can learn from? faced with these questions, huang he believes that film and television creators should break away from the current stereotyped construction of the elderly, go deep into their real lives, feel their inner world, respond to their diverse needs, and outline the positive and beautiful aspects of life in their later years. , conveying a positive attitude towards life to the elderly groups in society.
let there be more real and vivid images of the elderly on the mobile phone screen, and more warm stories close to real life - as more and more practitioners see the importance and urgency of creating this theme, we may be able to look forward to high-quality the silver-haired micro-skirt is not far ahead.
source: wen wei po
