Platform-Mediated Narrative Localization of Chinese Micro-Short Dramas in Global Markets: Narrative Functions, Genre Codes, and Cultural Presentation
DOI:
https://doi.org/10.54097/t7pfny78Keywords:
Chinese micro-short dramas, cultural discount, glocalization, platformization, platform narrative compression.Abstract
The global dissemination of Chinese micro-short dramas is deeply embedded in a platform-based audiovisual ecosystem, where platforms do not merely handle distribution but also act as core intermediaries that reconstruct narrative expression, classification systems, and storytelling structures for overseas audiences. This study adopts a comparative case study design, selecting six representative short dramas across three major platforms—ReelShort, DramaBox, and ShortMax—to analyze official series synopses, episode descriptions, and platform-assigned genre tags. The findings identify a highly stable platform-level narrative function chain: relationship formation, status asymmetry, information withholding, external obstruction, conflict eruption, and relational reconfiguration. These functions are realized through transnational genre codes such as billionaire, CEO, contract marriage, arranged marriage, hidden identity, and revenge, which are rooted in differentiated cultural and institutional contexts. The study proposes a three-layer analytical framework of narrative function, transnational genre coding, and cultural realization, and formulates the concept of platform narrative compression to account for how platforms condense serialized long-form narratives into a limited set of textual and visual signals. Cross-platform comparison further reveals distinct presentational logics: ReelShort prioritizes English-localized original production, DramaBox leans into high-conflict condensed narratives, and ShortMax organizes its large drama catalog through granular genre tags.
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