Proceedings of the 2025 6th International Conference on Mental Health, Education and Human Development (MHEHD 2025)

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Exploring the Innovative Communication Path and Viral Hit Factor of “Viral Micro-Dramas” under the “5W” Model

Authors
Wanting Qin1, *
1Eurasian International College of Henan University, Department of Broadcasting and Hosting Arts, Henan, 450046, China
*Corresponding author. Email: wanting.Qin@henu.edu.cn
Corresponding Author
Wanting Qin
Available Online 31 August 2025.
DOI
10.2991/978-2-38476-460-0_12How to use a DOI?
Keywords
Micro-Drama; Dissemination Mechanism; Haroid Lasswell’s 5W Model; Viral Hit Factor
Abstract

With the rapid development of mobile Internet and short video industry, as well as the increase of users’ fragmented time and the growth of instant entertainment demand, micro-dramas have become more and more popular on various platforms. Based on Haroid Lasswell’s “5W” communication model, this study adopts the interview method to explore the communication mechanism of micro-dramas, aiming to analyze the communication path and key influencing factors of “viral micro-dramas”, and summarize their successful experiences to provide theoretical support and practical reference for the development of high-quality micro-dramas in the 3.0 era. The results of the study show that the communication mode of “viral micro-dramas” can be summarized as “subject-content-media-audience-effect”. “At the same time, its “viral hit factors” are mainly concentrated in seven key dimensions, including “script, actors-plot, theme-operation-publicity-production”. This study provides a new perspective for the boutique development of the micro-drama industry, and provides valuable references for content creators and platform operators in building high-quality micro-dramas.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2025 6th International Conference on Mental Health, Education and Human Development (MHEHD 2025)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
31 August 2025
ISBN
978-2-38476-460-0
ISSN
2352-5398
DOI
10.2991/978-2-38476-460-0_12How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Wanting Qin
PY  - 2025
DA  - 2025/08/31
TI  - Exploring the Innovative Communication Path and Viral Hit Factor of “Viral Micro-Dramas” under the “5W” Model
BT  - Proceedings of the 2025 6th International Conference on Mental Health, Education and Human Development (MHEHD 2025)
PB  - Atlantis Press
SP  - 91
EP  - 99
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-460-0_12
DO  - 10.2991/978-2-38476-460-0_12
ID  - Qin2025
ER  -