中国微短剧海外传播的分众化策略研究——以ReelShort平台为例

Strategies of Demassification for the Overseas Dissemination of Chinese Micro-Dramas—A Case Study of ReelShort

摘要: 随着中国微短剧加速进入海外市场，其如何实现内容的精准触达成为值得关注的议题。本文以ReelShort为例，运用多模态话语分析与受众接受效果研究，考察其在欧美、拉美及东南亚市场的全流程传播机制。研究发现，ReelShort目前已实现从“内容出海”向“模式出海”的转型，其阶段性成绩离不开分众化传播逻辑：生产端通过文化杂糅、共通价值与在地叙事实现本土化创作；投放端依托本土剧、海外IP改编剧和译制剧三种创作模式，配合从公域引流到私域运营的推送机制，并基于市场习惯与规模调整盈利策略；接收端呈现区域分化特征，欧美市场认可度较高，而新兴市场面临宣发适配不足等问题。未来若要更好发挥文化联结作用，亟须克服价值缺失与情感误导等弊病，实现从“流量至上”向“质量驱动”的思维跨越。

Abstract: As Chinese micro-dramas expand into overseas markets, ensuring precise content delivery has become a key concern. Taking ReelShort as a case study, this paper employs multimodal discourse analysis and audience reception research to examine its communication mechanisms in Europe, the Americas, and Southeast Asia. The findings reveal that ReelShort has shifted from a “content-going-global” model to a “model-going-global” one, driven by a demassified communication logic. On the production side, localization is achieved through cultural hybridity, shared values, and localized narratives. On the distribution side, the platform employs three production models—local dramas, overseas IP adaptations, and dubbed series—combined with a “public-to-private domain” push mechanism and market-adjusted monetization strategies. On the reception side, regional differences are evident: high acceptance in Europe and the U.S. contrasts with adaptation challenges in emerging markets. To better enhance cultural connectivity, it is imperative to overcome shortcomings including value deficits and emotional manipulation, transitioning from a “traffic-first” to a “quality-driven” approach.