The Chinese government has instructed provincial authorities to intensify efforts to eliminate materialistic, violent, and sexualized themes in domestically produced micro dramas.
The initiative, announced by the National Radio and Television Administration, seeks to address content that includes soft pornography, “twisted perspectives on marriage and relationships,” as well as “excessive displays of wealth.”
The campaign is part of a broader strategy by the Chinese government to shape social norms, promoting traditional marriages while discouraging harmful ideologies from proliferating online.
Micro dramas, short, serialized videos designed for mobile viewing, have surged in popularity globally but have faced criticism for their sensationalist storytelling.
Many of these productions feature rapid plot developments involving themes such as secret billionaire spouses and forbidden romances, all aimed at captivating audiences.
Concerns have also been raised regarding the portrayal of extreme violence and sexualized characters within these shows.
In a statement released this week, the media administration emphasized that the campaign is crucial for fostering a “healthy content ecosystem” within the micro drama sector.
Key issues to be addressed include soft pornography, materialism, “excessive displays of wealth,” and “distorted views on relationships.” The initiative will also target “feudalistic themes, revenge-driven narratives, vulgar titles, and copyright violations.”
Local authorities are mandated to conduct inspections of production companies within their jurisdictions, ensuring that any identified issues are rectified promptly.
The media regulator will also perform its own evaluations and enhance regulations based on the campaign’s findings.
Micro dramas have evolved into a multi-billion dollar industry in China, drawing substantial audiences not only domestically but also across Asia and Africa.
Producers from countries such as South Korea and the United States have begun investing in micro drama studios to capitalize on this expanding market.
Last year, the rapid growth of the sector led the Chinese government to require that high-profile and sensitive micro drama projects receive official approval before production.
Major platforms like WeChat and Douyin (China’s version of TikTok) have also initiated crackdowns to eliminate sexually suggestive content and to target micro dramas that promote detrimental ideologies, including youth misconduct and materialism.
Under President Xi Jinping’s leadership, Beijing has sought to influence social attitudes by encouraging healthy relationships while discouraging ostentatious displays of wealth amid ongoing economic challenges.
Xi has long championed a “common prosperity” policy aimed at reducing China’s increasing wealth disparity, a sensitive political issue in the country.
In a separate initiative, China’s Cyberspace Administration has launched a two-month campaign against online content perceived as promoting excessively pessimistic sentiments.
The crackdown focuses on narratives that suggest hard work is futile or promote a sense of disillusionment, aiming to cultivate a more “civilized and rational online environment.”
As China grapples with economic challenges such as unemployment and fierce job competition, these measures reflect rising anxiety among its youth.
By: Magdalene Agyeiwaa Sarpong