The Craze for 'Middle-Aged and Elderly President' Short Dramas Reflects Issues in the Short Video Market
Chinese short dramas featuring middle-aged and elderly men as wealthy, powerful protagonists have recently gone viral, capturing the attention of older viewers. However, the absurd and exaggerated storylines have drawn criticism. The popularity of these dramas reflects underlying issues in the short video market related to exploiting the vulnerabilities and desires of an aging viewer demographic.
In recent years, short video dramas tailored for middle-aged and elderly audiences have exploded in popularity across Chinese streaming platforms. These shows, often featuring a middle-aged or elderly male president character, depict exaggerated rags-to-riches storylines and May-December romances. While captivating a devoted older viewership, the dramas' outlandish plots and questionable values have ignited a firestorm of criticism.
One need look no further than viral hits like “45-Year-Old Me Falls for the 20-Something President” or “Wealthy President Woos Maid into Marriage” to see the formula at work. The male leads inevitably possess power, prestige and limitless wealth, while their love interests are youthful innocents plucked from humble origins. Dizzying plot twists and over-the-top melodrama are par for the course.
The dramas' popularity among older viewers is unsurprising given shifting demographics. As China’s population rapidly ages, streaming platforms have recognized the untapped potential of the middle-aged and elderly as a profitable viewer base. With more leisure time and disposable income than younger generations, they’ve emerged as highly engaged consumers of digital content.
However, many argue these dramas exploit the vulnerabilities of their target demographic. The shows' predictable storylines capitalize on viewers' wistful fantasies and desire to vicariously experience a more exciting existence through the characters on screen. Some worry these unrealistic portrayals could negatively impact the elderly’s grasp on reality and life satisfaction.
Moreover, the shows frequently glorify materialism, classism and unhealthy relationship dynamics. Rags-to-riches tales promote the notion that wealth is the ultimate goal, while romanticized depictions of cross-generational romances skirt unsettlingly close to grooming. Critics contend these harmful messages could distort viewers' values.
Streaming platforms' laser-focused catering to elderly viewers' tastes, enabled by big data analysis and targeted algorithms, has arguably created a race-to-the-bottom effect, incentivizing content of dubious artistic and moral value. With viewership numbers the ultimate goal, there is little motivation to elevate the messages promoted on screen.
Some government regulators and social scientists have called for more oversight and guidance to ensure short video content for the elderly upholds healthy values. Besides implementing official policies, many advocate enhancing digital media literacy education for older viewers to identify problematic themes. Families are also encouraged to take an active role in monitoring and discussing the media their elders consume.
As China’s population ages, the middle-aged and elderly will undoubtedly remain a coveted demographic for streaming services. The onus falls on content creators, platforms and society as a whole to cultivate a short video landscape that uplifts, rather than exploits, this vulnerable population. Only by creating content that resonates while still promoting healthy attitudes can this industry sustainably serve viewers in their golden years.