Currently, the development of micro-short dramas is rapidly gaining momentum, with both mainstream creative institutions and online audio-visual platforms getting involved. A large number of outstanding micro-short dramas with rich content, diverse themes, and distinctive features, such as A Dream on the Milky Way and Heart of Judgment, have emerged, transforming the micro-short drama sector into a new focal point for artistic creation.

In response, the National Radio and Television Administration has strengthened its categorized guidance, insisting on a combination of "focusing on works" and "focusing on the environment." One hand is committed to standard management while the other hand focuses on enhancing creativity, with the core aim being to cultivate a favorable creative production ecosystem.

Recently, the Administration's Department of Online Audio-Visual Services issued two management advisories regarding the current adverse trends in the creation of micro-short dramas focusing on middle-aged and elderly themes and the so-called "domineering CEO" genre. These advisories provided timely reminders and guidelines to promote the continuous upward, benevolent, and beautiful development of micro-short drama creation.

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The management advisory released on November 22 regarding "domineering CEO" micro-short dramas emphasized that the number of such dramas featuring entrepreneurs as protagonists is increasing, with some works gaining popularity among netizens. However, there are micro-short dramas labeled as "domineering CEO" that use characters representing success, power, and wealth, along with romantic storylines portraying "falling in love with me," as a way to chase traffic. Some production institutions have been eager to produce plots that seriously deviate from real-life situations and logical coherence. The advisory noted that this trend is driving such micro-short dramas into the quagmire of excessive entertainment.

To address this, the Administration's Department of Online Audio-Visual Services clearly put forth three management requirements, reiterating both the principles of creation and the need for strengthened management.

The advisory emphasized adhering to the principle of realism in creating micro-short dramas about entrepreneurs. It is essential to approach, understand, and study the lives of entrepreneurs as source material, distilling their values and achieving aesthetic refinement. It is crucial to avoid using a realistic façade to disguise absurd stories, and not to justify crafting excessively bizarre and value-devoid plots using absurd artistic methods, as this can negatively impact the public's perception of the Chinese entrepreneur community and damage their image.

Clearly, this reaffirms the principles of creation, with the fundamental tenet of realism being "truth." Artistic creations must reflect genuine life and depict real existence; these are the most important elements in all artistic endeavors.

However, some micro-short dramas bearing the "domineering CEO" label, portrayed through continuous imaginative reflection, either depict illusory images or exist outside reality. The inherent dangers of works that prioritize mere enjoyment are self-evident.

The advisory emphasized the need to actively set topics that tell the stories of historical and contemporary Chinese entrepreneurs effectively. There should be positive guidance to support the creation and dissemination of micro-short dramas that promote excellent qualities of patriotism, dedication, legal compliance, innovation, and social contribution within the entrepreneurial spirit, thereby fostering a positive public opinion environment for economic development. It is vital to avoid limiting narratives to love entanglements and family disputes and, especially, to prevent the glorification of opportunistic views on romance associated with the powerful, wealthy, or elite.

One of the significant functions of artistic works, including micro-short dramas, is to convey mainstream positive values, promote excellent traditional Chinese culture, and provide inspiration and enlightenment. If artistic works fail to highlight the positive and uplifting side of outstanding entrepreneurs, instead expressing ideas through fabricated erroneous values, using entanglements in place of emotional expression, or attracting attention through exaggerated disputes, their harm becomes much greater.

Finally, the Administration's Department of Online Audio-Visual Services proposed specific requirements for the management of "domineering CEO" micro-short dramas, aimed at reducing quantity and enhancing quality, and prohibiting attention-grabbing titles using the phrase "domineering CEO." Strict oversight is necessary for "key micro-short dramas" and "ordinary micro-short dramas." For platforms conducting self-reviews of "other micro-short dramas," there needs to be strengthened inspection and supervision to ensure platforms fulfill their primary responsibilities, improve internal management systems, and enhance their review capabilities. Measures should prevent the deliberate creation of sensationalist content through themes of materialism, ostentation, and hedonism, which diverge from mainstream values and promote a worldview that embraces unearned rewards, instant success, and overnight wealth.

In summary, treating the "enjoyment" of detachment from real-life elements as a creative attitude reflects a fundamental disconnect. This sort of creation is unstable, with a high tendency to mislead the thoughts of audiences, especially contemporary youth, necessitating serious rectification.

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For some time, certain micro-short dramas focusing on middle-aged and elderly themes intentionally create conflicts and design melodramatic plots to attract attention, conveying values that contradict the zeitgeist and spirit of the times, which has raised concerns about the obsession among the elderly and how micro-short dramas exploit this demographic.

To address this, the Administration's Department of Online Audio-Visual Services put forward a management requirement of "three encouragements and three transformations."

Firstly, encourage the depiction of kind, wise, strong, and independent elderly characters, transforming the trend of stereotypical portrayals that highlight sexism and rapacity represented by "evil mother-in-law" and "evil grandmother."

Secondly, encourage themes based on filial respect, mutual aid among neighbors, and social harmony, creating works that address the difficulties and psychological challenges faced by the elderly, correcting the tendency to deliberately create conflicts and value divisions.

On this basis, foster the creation of stories showcasing the contributions of elderly individuals in the new era, emphasizing their role in family harmony, social development, and national progress, thus counteracting the tendency to marginalize and stereotype the elderly.

Currently, an increasing number of middle-aged and elderly people are becoming significant audiences for micro-short dramas. According to the Statistical Report on the Development of Internet in China, by June 2024, there will be over 570 million micro-short drama users, with middle-aged viewers aged 45 to 64 actively engaging in paid behaviors that exceed the overall average level.

The obsession of the elderly with micro-short dramas stems from emotional needs as well as the reality of needing companionship, making micro-short dramas an important form of entertainment. However, some micro-short dramas precisely exploit this crucial point, with exaggerated and even somewhat vulgar plots that do little to elevate the aesthetic standards of the elderly while seriously impacting their values.

In this context, micro-short drama creation must actively focus on themes closer to the realities of elderly life, such as family emotions, healthy living, and eldercare, thus evoking emotional resonance. The main principles should be content innovation and quality enhancement.

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From a practical standpoint, the two management advisories issued by the Administration's Department of Online Audio-Visual Services are timely. These advisories are a routine measure by management institutions to rectify adverse phenomena appearing during industry development, and they fully reflect the importance of positive guidance and management mechanisms.

From these advisories, we can see both the analysis of adverse phenomena and specific measures to curb such trends, with the fundamental aim being to enhance the industry's recognition and reinforcement of high-quality creations.

Whether it is online audio-visual platforms or production institutions, it must be understood that the mainstream quality of their works also reflects the character of a platform.

In micro-short drama creation, prioritizing "enjoyment," "oddity," and "melodrama" as keys to traffic will ultimately compromise the character of the platform or creative institution. The audience serves as the judge, and over time, chasing "easy traffic" will lead to a loss of that traffic.

Thus, in micro-short drama creation, efforts should focus on selecting themes, exploring ideas, and shaping the essence while striving to be uplifting, benevolent, and beautiful. The focus should be on embodying the spirit of Chinese culture and reflecting the aesthetic pursuits of the Chinese people, which is the way for micro-short dramas to succeed.

This original article was published on the WeChat account "Broadcasting Industry," titled "The Administration's Department of Online Audio-Visual Services Issues Management Advisories, Balancing Encouragement with Standardization."