Comprehensive measures should be taken to combat the “hunting” of silver-haired groups in short dramas

Wang Qi

In recent months, short dramas have taken center stage in the entertainment landscape, particularly among older audiences. Lin Han, a resident of Guangdong, shares how her 85-year-old grandmother can’t get enough of the outrageous plots, often spending hours each day glued to her screen. Similarly, in Jiangsu, Fang Can’s 65-year-old father has become a self-proclaimed “short drama addict,” easily binge-watching for hours while lounging on the couch. However, this passion for short dramas is not just a source of entertainment; it has also proved to be financially burdensome. Lin’s grandmother—previously unaware of online payment systems—has unwittingly drained over 2,000 yuan from her account to support her viewing habits. Meanwhile, Fang’s father has accumulated nearly 40,000 yuan in expenses through various short drama platforms.

As the internet continues to evolve rapidly, short dramas have emerged as a popular content form, successfully captivating large audiences with their concise storytelling and convenient viewing options. However, a concerning trend is developing: an increasing number of older individuals are becoming the targets of this phenomenon. They are not only investing significant amounts of their time but also incurring financial losses as well.

The appeal of short dramas among older audiences lies in their ability to resonate with their psychological needs. These dramas often feature middle-aged and elderly characters, weaving tales of love, family conflicts, and life experiences that are emotionally charged and relatable. For many seniors, watching these dramas offers a rich source of entertainment while also fulfilling emotional support and a sense of identity.

However, the love and dependency on these short dramas may lead many older viewers into consumer traps. Some platforms take advantage of elderly individuals’ limited understanding of the digital landscape and weaker financial discernment by employing complex payment rules and enticing consumer prompts, causing these viewers to repeatedly open their wallets while watching. Alarmingly, many of these purchases occur without the seniors being fully aware or able to control their spending habits, often realizing the extent of their expenses too late.

The repercussions of short dramas targeting older audiences cannot be overlooked. Extended screen time can adversely affect seniors’ physical health, leading to issues like deteriorating vision and neck pain. The traps set by these dramas can also lead to significant financial losses, possibly resulting in family strife. Worse yet, some of these harmful dramas may propagate false information, skewing the viewers’ values and impacting their mental well-being.

We cannot remain passive in the face of this concerning trend. First, government and regulatory bodies should enhance oversight of the short drama market, cracking down on misleading consumption and false advertising to effectively protect the rights of older individuals. Similarly, short drama platforms and creators need to fulfill their social responsibilities by refining payment models and clearly communicating consumer alerts, reducing the risk of unnecessary spending for seniors. It’s also essential to produce more high-quality, age-appropriate short dramas that cater to the cultural and spiritual needs of older viewers.

Furthermore, communities and families should provide increased love and companionship for older individuals. Children can regularly engage with their elderly parents to understand their online experiences and help improve their discernment regarding digital spending. Community organizations and services for the elderly can conduct educational activities and arrange outdoor events tailored to this demographic, encouraging healthy and rational viewing habits.

In conclusion, the targeting of older audiences by short dramas is a widespread social issue that requires collective efforts to address. Only through collaboration among the government, platforms, society, and families can we create a safer and healthier online environment for older viewers, allowing them to enjoy the pleasure of short dramas while safeguarding their rights from exploitation.