Why are the short dramas that are going viral on the Internet so addictive?

Review expert: Chen Mingxin, national second-level psychological counselor, senior human resources manager

It takes one minute to know the plot, two minutes for the ups and downs of the plot, and three minutes for rebirth and revenge... In recent years, online short videos have shown a rapid development trend on major social platforms, attracting many viewers.

There is even a joke circulating online: "Hengdian can be renamed 'Vertical Store' because there are more people shooting short dramas and short videos than TV dramas and movies, and these are all watched vertically with the phone, so it is called 'Vertical Store'."

So, what is the definition of a skit? Why are we addicted to watching skits? What can they bring us?

What is a skit?

As the name suggests, "micro-short dramas" are characterized by short duration, fast pace, and low cost. The State Administration of Radio, Film and Television once defined online micro-short dramas as "online dramas with a single episode duration ranging from tens of seconds to about 15 minutes."

From the market point of view, there are two main types of online short dramas: First, horizontal screen short dramas broadcast on long video platforms such as iQiyi, Youku, and Tencent, with each episode lasting less than 20 minutes. Compared with the 45-minute long videos broadcast by traditional mainstream TV stations, this type of horizontal screen short drama is more than half the length, but its production process and viewing method are not much different;

The second type is the vertical screen short dramas played on social platforms or mini-programs such as Douyin, Bilibili, Tencent, Kuaishou, Xiaohongshu, and Haokan Video. Some people therefore simply call them "mini-program short dramas."

Why are skits so addictive? We are now living in the information age, where everything is fast-paced, and the pursuit of "entertainment efficiency" is also beginning in the process of "stealing a little time off from work".

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Fragmented "Time-killing Artifact" - Melon Seed Theory

"Pumpkin Seed Theory": Whether people like it or not, it is easy to pick up the first melon seed. Once they eat the first one, they will eat the second, the third... and can't stop. In the process of eating melon seeds, people may do other things, such as going to the bathroom, etc., but after returning to their seats, they will continue to eat melon seeds.

Micro short dramas are short and can be watched at any time. A short drama can be finished in one or two hours. As the "melon seed theory" says, when people do something simple, repetitive and immediately satisfying, they find it difficult to control themselves and are easily addicted. Micro short dramas are portable melon seeds.

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The “emotional value” of strong stimulation

In psychology, "emotional value" refers to the subjective sense of value that an individual gains from emotional experience. It covers the psychological experience brought about by positive and negative emotions. "Emotional value" is an important part of our inner world, affecting our physical and mental health, interpersonal relationships and quality of life.

In the short drama, there is a conflict every half a minute, revenge can be achieved in two episodes, life can reach its peak in five episodes, and there are countless reversals in ten episodes... The plot with strong conflicts satisfies the emotional values ​​of the audience, which can be called a collective dream for the audience.

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Big data caters to the needs of the market

We have no way of predicting whether the next video will be one we like, and this uncertainty can continue to stimulate people's curiosity.

The platform can always accurately portray the "you" in front of the screen, and then push it to you according to your preferences. The "short drama cocoon" effect, similar to the "information cocoon", is born, which is easier to satisfy the user's subconscious "expectation of comfort" and more difficult to quit.

How to deal with the addiction to short dramas? The easiest way to quit is to uninstall the short drama app. In this way, at least from a physical level, we have already cut off from the short dramas. But we will inevitably have withdrawal reactions.

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What are withdrawal symptoms ?

Withdrawal reaction refers to the specific psychological syndrome that occurs after stopping the use of drugs or reducing the dosage or using antagonists to occupy receptors.

Now "withdrawal reaction" is also used to describe the phenomenon of strong physical and psychological discomfort, intense loneliness and depression when one starts working and living alone again after experiencing intense happiness.

Simply put, dopamine is not satisfied. After the addictive behavior is formed, it is suddenly stopped, which will cause anxiety, irritability, emotional instability, or rapid heartbeat, shaking hands and sweating. In severe cases, there will be disorders of consciousness, etc.

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How to survive the withdrawal period ?

● Firm determination: Set a clear goal and firmly believe that you can quit. Knowing why you want to quit will help you stay motivated.

●Seek support: Ask for help and support from friends, family, or professionals. They can provide encouragement and understanding to help you get through difficult times.

● Taper off slowly: If possible, gradually reduce the amount of the substance you are addicted to, allowing your body and brain to adjust to the smaller amount. This can reduce the severity of withdrawal symptoms.

●Distraction: Find some distracting activities, such as exercise, listening to music, reading, etc., to help divert attention and reduce the anxiety and discomfort of withdrawal.

At all times, we should clearly realize that short plays are just a form of leisure. We should make reasonable use of them instead of being bound by them, and we should entertain ourselves reasonably instead of being addicted to them.

References

People's Daily Online Forum: "Why are short plays with a duration of three minutes each so popular on the Internet?"

Changan Street Governor "Are short plays "killing" your time?"

Southwest University of Science and Technology Psychological Education and Counseling Center "Psychological Science | The underlying logic of short video addiction"

Hebei Provincial Mental Health Center "Withdrawal Reaction: Understanding the Causes and Responses, Scientifically Exiting the Withdrawal Dilemma"