Exploring the current mainstream cultural value orientation of online drama creation and what creative orientation must be adhered to [Abstract] As an artistic expression that has risen strongly in po

Exploring the current mainstream cultural value orientation of online drama creation and what creative orientation must be adhered to [Abstract] As an artistic expression that has risen strongly in popular culture and is loved by the public, online dramas shoulder the responsibility of our country’s culture The sacred mission of soft power construction. Through online dramas, we can spread the correct outlook on life and the world, lead the audience to perceive the truth, reshape their spiritual home, and ultimately contribute to the cause of cultural power. The author believes that this is the ultimate goal of online dramas. How online dramas can entertain the public while cultivating people's hearts and correctly guiding the audience to realize mainstream values ??is the focus of this article. This article will analyze the concept and development overview of online dramas, the cultural value anomie in the creation of online dramas, and the supposed role of online dramas in cultivating people and nourishing their hearts. [Keywords] Internet drama; mainstream cultural value; spiritual home; popular culture; transforming people and nourishing the heart. Internet drama has gone from being a vulgar, vulgar, and kitsch phenomenon criticized and criticized by mainstream media and related critics to the creation of professional film and television dramas It is a form of artistic expression with great commercial value that teams, major media and businesses are all flocking to. Its gorgeous transformation only took more than ten years. As a form of artistic expression that has risen strongly in popular culture and is deeply loved by the public, it shoulders the sacred mission of building my country's cultural soft power. In view of the fact that the early batch of internationally recognized film and television works showed a closed and ignorant image of old China to the people of the world, today's online drama creation should be based on the present and strive to present to the world a spiritual homeland of truth, goodness and beauty. A China that is taking off, high-spirited, open and inclusive. 1. Overview of the current situation of online dramas (1) The concept of online dramas There are different opinions on the definition of online dramas. Scholars who study drama believe that online drama is a new form of drama; scholars who study film believe that online drama is a derivative of film. Although everyone has a Hamlet in their heart, the overall core of the web drama is that it is a moving image with the Internet as the main communication medium and equipped with sound and picture effects. The author believes that the views of young scholar Liu Yang are the most comprehensive. Liu Yang proposed: "Online dramas are shot and recorded using cameras, camcorders, tape recorders and other video recording equipment. They imitate the general ontological aesthetic characteristics of TV dramas or movies, and use audio-visual elements and dramatization methods as their form to show stories and shape characters. For its content, the Internet is the primary communication channel, and it is a specific audio-visual program form that conforms to the network’s communication method and the audience’s viewing method.”① From this, it can be concluded that “micro-movies” that appear as independent gestures should also belong to the category of online dramas. ;At the same time, online dramas should exclude film and television dramas that are uploaded to the Internet for viewers to watch and are created using traditional shooting and dissemination techniques. (2) Overview of the development of online dramas and their commercial value. The "post-80s" and "post-90s" generations are the two generations who grew up with Chinese online dramas. Perhaps the most impressive thing for them was the online short film produced by Hu Ge in 2005. "A murder caused by a steamed bun". And this "self-entertainment" that disgraced the international director has deeply rooted the spoof consciousness of online dramas into the hearts of the majority of netizens and mainstream media. This incident eventually turned into a lawsuit and farce. But it is precisely because of this successful example of gaining attention by uploading works online and eventually obtaining commercial sponsorship to realize one's creative dreams that a large number of spoof online dramas subsequently emerged. However, because these works lack artistic creativity and correct cultural value orientation, they will eventually be submerged in the torrent of history. Since then, the most famous online drama is undoubtedly the copycat version of "Dream of Red Mansions" that became popular on the Internet in 2008. This is the "parody" stage of online dramas. There is less of the absurdity of the spoof and more of the creator's reflection on the original work of art, which ultimately makes the online drama evolve into its third period - the professional creation stage. Facts have proved that although spoof online dramas and copycat online dramas cannot be said to be artistic and professional works, their own huge social influence and potential economic benefits are beyond doubt. This has caused a large number of professional teams to start getting involved in the creation of online dramas. It can even be said that major professional media are almost trying to carve up the online drama market. "Oldboy" in 2010 became a milestone in the artistic creation of online dramas. The film's reminiscence of youth and rendering of friendship moved countless netizens, and even spread through word of mouth outside the Internet, causing many friends who are not very fond of surfing the Internet to go online to find out. Behind "Oldboy" is the powerful alliance and hard work of China Film Group and Youku. Here, we need to note that although most of the current online drama creations are professional creations, they can still be divided into two categories in terms of creative purposes: 1. Customized online dramas: using publicity as a means and using the content involved in the drama A type of online drama for the purpose of product marketing. Due to its fast communication speed, large audience area, and the audience's relatively tolerant attitude towards advertising insertion, online dramas have high commercial value and huge market prospects, which are locked by advertisers. As a result, a large number of online dramas for advertising purposes have emerged. Among such works, "On the verge of breaking out" is the most eye-catching. A professional production team and the participation of celebrities have become the main operating model of current online dramas. In addition, the more famous ones include Cadillac's other online drama "Route 66" and the 2012 online drama "This Moment, Love" produced by Kaidao Investment. 2. Original web drama: an artistic work that tells the author's thoughts in the form of web drama. This type of online drama is almost not much different from film and television dramas in essence. "Watching Football" created by Jiang Wen and the aforementioned "Oldboy" as well as the "Chunjiao and Zhiming" micro-film series and "Heartbeat Again" are all types of original online dramas. 2. The cultural value of current online drama creation is anomie. Spoof online dramas subvert tradition; copycat online dramas "parody" tradition; and professional online dramas return to the creative tradition of film and television dramas. In this process, you will encounter the same problems as in the creation of professional film and television dramas - the pursuit of the hedonistic spirit of consumerism, the lack of mainstream ideology, and the lack of originality. (1) The consumerist tendency of online dramas The famous French thinker Baudrillard believes that “from the perspective of the origin of consumer society, consumer society aims to maximize wealth and constantly creates new desires and needs for the public”②. He believes that advertising is the tumbler in contemporary consumer society. Mass media, especially the Internet, will instigate and incite the public, causing the public to gradually develop a sense of opposition and disgust. From this, we can conclude that as an advertising function and using the Internet as the main communication medium, online dramas have well inherited what Baudrillard said makes people full of material desires and lacks personality, thoughts, and cultural literacy. The "perfect crime". In this situation of inherent shortcomings, how can online dramas transform from promoting products and promoting material enjoyment to a focus on shaping the spiritual world of the viewer? This is a problem we urgently need to solve. (2) Lack of mainstream ideology “The dominant ideology of a society within a certain period of time is called the mainstream ideology of that society, including the dominant artistic thoughts, moral concepts, political and legal thoughts, religious views and philosophical views.” ③The reason why Hollywood movies have such a huge influence and endure for so long is that, in the final analysis, they focus on catering to mainstream social psychology and mainstream cultural values ??under the shell of entertainment and fashion. As an important link in the cultural industry chain, online dramas also shoulder the historical mission of catering to mainstream social psychology and embodying mainstream cultural values. Looking at the creation of online dramas in recent years, the main themes of the plots are urban emotions and nostalgia for youth. This is mainly determined by the people-friendly and grassroots nature of online dramas, and is also an important reason why online dramas are loved by the majority of audiences. Therefore, a professional online drama production team considers the market and audience from the perspective of the market and shoots a large number of works on this type of subject. However, online dramas that should be in the mainstream and reflect the new socialist trends and promote the correct value orientation are very rare, which is indeed not conducive to the general direction of cultural creation of "letting a hundred flowers bloom". It is hoped that relevant national departments can support the creation of online dramas that aim to showcase mainstream cultural ideologies in the same way they support movies and TV series with main themes.