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王晓红|真人短剧精品化推动行业迈向价值红利新阶段

  • 2026-05-30 08:33:04
王晓红|真人短剧精品化推动行业迈向价值红利新阶段
转载自“中国新闻网”，2026-05-18
近日，在抖音集团短剧版权中心举办的首届短剧产业大会上，中国传媒大学校务委员会副主任、网络视频研究中心主任王晓红指出，当前真人短剧精品化发展推动行业从规模红利阶段走向价值红利阶段。
王晓红表示，近年来短剧行业发展迅猛，行业热度持续攀升。AI的介入显著降低了短剧的生产门槛与成本，但与此同时，市场上仍有众多优质真人短剧涌现，这也证明了真人剧具有不可替代的独特价值。当行业进入新的发展阶段，探讨真人短剧未来核心竞争力，恰逢其时。
抖音集团短剧版权中心数据显示，真人短剧总消费时长一年内增长近三倍，全网播放量突破10亿的真人短剧超过1100部，内容品类从去年的44个拓展至65个，系列剧消费时长占比从6%攀升至15%，真人短剧已经呈现规模红利。
在王晓红看来，规模红利，解决的是“有没有人看”的问题；而价值红利，决定的是“观众愿不愿意持续看、平台愿不愿意持续投、行业能不能持续健康发展”的问题。换句话说，过去行业比的是流量，未来比的是质量，是价值创造力，即创造审美、情感和社会价值的能力。精品化是价值红利时代最重要的生产方式。
王晓红认为，短剧的兴起，并非因为观众缺乏耐心，而是源于社交媒介对人们观看、消费和生活方式的深刻改变。轻体量、紧凑化的短剧形态，既是移动互联网时代视听叙事的自然演进，也是一种新的大众文艺形态。她指出，短剧的“短”不代表叙事的简化，而是叙事的浓缩。从古代寓言到现代短篇小说，“短”是久已有之的叙事传统。
王晓红强调，真人短剧的独特优势在于“人的在场感”。人类对故事的追求源于对未知世界的探索和对现实世界的理解，而真人表演中细腻的情感、微妙的眼神与语气质感，是AIGC技术难以复刻的。她以《北往》为例，称这部作品去模板化的审美与叙事，还原了普通人的真实面貌，凭借真挚的情感和真实的生活细节打动观众，印证了无论剧集长短，观众真正需要的是情感共鸣与价值关照。
论坛上，王晓红提出了短剧精品化的五大标准，包括价值有方向、人物有生命、叙事有分寸、表达有质感、生产有机制。她特别强调，平台在短剧精品化过程中发挥着重要作用，通过分账、专项扶持等举措建设内容生态，倡导长期主义，让好内容的产出形成机制保障。
王晓红表示，短剧，已从单纯娱乐的初始形态，发展成为大众喜闻乐见的公共文化载体。未来，它更需要以短见长，在微叙事中凝聚社会关怀、情感共鸣与审美追求，真正做到“小屏幕大叙事”。她认为，无论媒介形态如何变迁，人类通过故事理解世界、他人与自我的需求永恒不变。因此，能经受住时间考验、得以隽永留存的，必然是那些满怀诚意、饱含真情、照见时代的作品。
大会主论坛上，红果短剧总编辑乐力表示，真人短剧的价值在于能扎根生活、贴近人心，其传递的真情实感是行业行稳致远的核心，平台会持续投入支持真人短剧的发展和鼓励内容迭代创新。

编辑：张庭玮、张瑶

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  124. /yingpanguazai/ssd/ssd1/www/i.yeyulingfeng.com/vendor/topthink/framework/src/think/log/driver/File.php ( 5.96 KB )
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  1. CONNECT:[ UseTime:0.000433s ] mysql:host=127.0.0.1;port=3306;dbname=i_yeyulingfeng;charset=utf8mb4
  2. SHOW FULL COLUMNS FROM `fenlei` [ RunTime:0.000705s ]
  3. SELECT * FROM `fenlei` WHERE `fid` = 0 [ RunTime:0.000354s ]
  4. SELECT * FROM `fenlei` WHERE `fid` = 63 [ RunTime:0.000300s ]
  5. SHOW FULL COLUMNS FROM `set` [ RunTime:0.000670s ]
  6. SELECT * FROM `set` [ RunTime:0.000454s ]
  7. SHOW FULL COLUMNS FROM `article` [ RunTime:0.000564s ]
  8. SELECT * FROM `article` WHERE `id` = 461021 LIMIT 1 [ RunTime:0.002423s ]
  9. UPDATE `article` SET `lasttime` = 1780102568 WHERE `id` = 461021 [ RunTime:0.000800s ]
  10. SELECT * FROM `fenlei` WHERE `id` = 66 LIMIT 1 [ RunTime:0.000293s ]
  11. SELECT * FROM `article` WHERE `id` < 461021 ORDER BY `id` DESC LIMIT 1 [ RunTime:0.000489s ]
  12. SELECT * FROM `article` WHERE `id` > 461021 ORDER BY `id` ASC LIMIT 1 [ RunTime:0.000480s ]
  13. SELECT * FROM `article` WHERE `id` < 461021 ORDER BY `id` DESC LIMIT 10 [ RunTime:0.003786s ]
  14. SELECT * FROM `article` WHERE `id` < 461021 ORDER BY `id` DESC LIMIT 10,10 [ RunTime:0.005076s ]
  15. SELECT * FROM `article` WHERE `id` < 461021 ORDER BY `id` DESC LIMIT 20,10 [ RunTime:0.003454s ]
0.091252s