Narrative Transportation and Visual Rhetoric: A Study on the Communication Efficacy of Micro-Dramas in Disseminating Red Culture

Abstract

This study investigates how micro-drama, as an emerging video format, effectively disseminates red culture despite its apparent production limitations. Focusing on the paradoxical phenomenon where micro-dramas with “rough” production qualities successfully foster emotional resonance and value transmission, this research employs a mixed-methods approach integrating comparative narrative analysis, visual content analysis, and in-depth interviews. By analyzing cases like I Run a Supermarket on the Long March Road and comparing it with traditional red culture productions, the study identifies key mechanisms behind this efficacy. Findings reveal that micro-dramas achieve “narrative transportation” through simplified story structures and purified visual symbols, which lower cognitive barriers while intensifying emotional engagement. Furthermore, audience criticism of production flaws inadvertently deepens cognitive involvement, facilitating a more profound internalization of core values. The research concludes that the effectiveness of red culture micro-dramas stems not from technical sophistication but from strategic narrative and visual rhetoric that prioritizes emotional mobilization and audience participation. This offers significant insights for innovating mainstream ideological communication in the digital age, demonstrating how cultural transmission can successfully adapt to evolving media landscapes.