Study on the Dissemination Logic and Cross-Cultural Strategies of Micro-Dramas

Abstract

Micro-Dramas, a growing form of online audio-visual content, have fostered a massive industrial market in China and are now extending their reach to global audiences. Therefore, this paper examines the development logic of the short-form drama market and its cross-cultural dissemination pathways. It traces the evolution of domestic short-form dramas from their emergence as differentiated short-video content to their current professionalized and high-quality production. And this study analyzes how market scale and platform architecture influence audience psychology, which in turn feeds back to shape platform structures. Focusing on overseas cultural adaptation efforts, it further considers platform ecosystem planning, while also emphasizing the need to address the key challenges encountered in this process. The results reveal that the global dissemination of short-form dramas depends on both commercial operation models and the capacity for cultural translation and localized management. These factors play a crucial role in the effectiveness of communication, hence enabling short-form dramas to achieve sustainable international reach. In the future, the core of their sustainable development lies in building a content system that balances cultural universality with regional specificity, thereby ensuring long-term market operation and audience recognition worldwide.