Communication Strategies of Chinese Micro-Drama in Europe and the US: The Change of Symbolic Perceptioninto Value Identification

Abstract

Due to their brevity, condensed storyline and emotional story, Chinese micro-short dramas have become one of the most significant forms of Chinese cultural products in the world, especially during the high-paced era of globalization of digital media and the constantly growing flow of cultural resources across borders. When compared to other areas of the same cultural background including Southeast Asia, Chinese micro-short dramas are more culturally diverse than Europe and the United States. The ways to dismantle the idea of cultural discount and turn it into a value recognition process have turned into a burning issue. This particular research has chosen popular micro-dramas with a large number of viewers on the ReelShort platform in European and American markets and to examine the strategies to translate cultural symbols and narrative strategies adaptation of micro-short dramas to give certain practical strategic advice on how to help Chinese micro-short dramas enhance their representation in their markets in Europe and the United States and develop a lasting cultural exchange and value delivery. It has been concluded that the implementation of Chinese micro-drams in the European and American markets will not depend on the one-way cultural outflow, but on the recreation of themes, characters, and emotional structures locally, whereby the culturally universal essence of Chinese culture may get into the mindset of European and American audiences through perceptible symbols.