短剧出海平台ReelShort共情传播策略分析

Analysis of the Empathy Communication Strategy for the Short Drama Overseas Platform ReelShort

摘要: 数字出版时代，中国网文海外发展影响力与日俱增，短剧正作为新方式推动中国网文发展。中国数字出版企业代表中文在线旗下的短剧软件ReelShort发展势如破竹，其短剧依托中国网文特色“霸总”题材并结合本土“狼人”、“吸血鬼”元素吸引大批海外用户。本文探讨ReelShort运用共情传播策略，通过短剧内容与海外用户建立情感连接。提出中国网文及短剧出海应积极应对文本单一问题、利用国内网文丰富题材创新短剧剧本、建立用户与文本情感连接等方式实现中华文化的全球性表达，进一步推动中国网络文学扬帆起航。

Abstract: In the era of digital publishing, the influence of Chinese online literature’s overseas development is increasing day by day, and short dramas are being used as a new way to promote China’s online literature’s development. ReelShort, a short drama software under Chinese Online, a representative of Chinese digital publishing enterprises, has been developing rapidly, and its short dramas, relying on the theme of “Overbearing CEO”, which is a characteristic of Chinese online literature, combined with the local elements of “werewolf” and “vampire”, have attracted numerous overseas users. “ReelShort” has attracted numerous overseas users. This article discusses how ReelShort uses empathetic communication strategies to establish emotional connections with overseas users through short drama content. It suggests that for China’s online literature and short dramas should actively deal with the problem of single text, utilize the rich subject matter of domestic online literature to innovate short drama scripts, and establish an emotional connection between the users and the text to realize the global expression of Chinese culture, and to further promote China’s online literature to set sail.