Research on the Low-Cost, High-Profit Business Practice Path of Online Micro-Dramas from the Perspective of Art Management

Abstract

In recent years, micro-dramas have emerged as a fusion of the film industry and short videos, as a product of the convergence between the film and television industry and the short video sector, captivating audiences with their concise narratives and emotionally satisfying plots. However, alongside their explosive growth, there have been criticisms regarding their homogeneity, stereotypical characters, and low production quality. Despite these issues, the micro-drama industry continues to maintain its market presence, boasting a substantial audience, and its industrial chain and market are continuously expanding and the payment model has also undergone transformation. Behind this trend, why have less refined micro-dramas gradually become a focal point in the film and television industry? This paper explores the paradox by examining the audiovisual creation of online micro-dramas. From the perspective of cost-benefit theory, it investigates how the profit logic of micro-dramas influences their audiovisual creation and explores the low-cost, high-profit business practice path of online micro-dramas from the perspective of art management. The innovation of this paper lies in its application of Propp’s narrative analysis method and cost-benefit calculation method for research. It analyzes the audiovisual production of online micro-dramas from the perspective of cost-benefit and examines how such audiovisual production meets the psychological needs of the audience.