The Impact of E-Commerce Platform Entry on the Narrative of Micro Short Drama

-- Taking Taobao's "Micro Short Drama + Consumption" Model as an Example

Abstract

With mobile internet traffic growth plateauing, micro-series have emerged as a new content consumption trend characterized by their "short, fast, and engaging" nature. The entry of e-commerce platforms has reshaped the narrative logic and industrial ecosystem of micro-series. This study examines Taobao's "micro-series + consumption" model, analyzing its narrative structure, content production mechanisms, and user interaction patterns to explore the specific impacts of e-commerce platforms on micro-series narratives. The research reveals that platform involvement has endowed micro-series narratives with "consumption-oriented" features, enhancing commercial monetization capabilities while simultaneously exposing issues like compromised narrative integrity and content homogenization. Finally, the paper proposes a development path balancing narrative value and commercial objectives, offering insights for sustainable growth in the micro-series industry.