RESHAPING SHANGHAI'S MICRO-DRAMA ECOSYSTEM: INNOVATION AND CULTURAL IDENTITY IN THE DIGITAL AGE

This study explores the transformation of Shanghai’s micro-drama industry within the broader context of media ecology and cultural identity. Micro-dramas, short-form video content that blends narrative structures with algorithmic consumption patterns, have rapidly emerged as a dominant form of digital media in China. This research examines the ecological factors influencing the industry's performance, such as policy support, technological advancements, and market competition, while also analyzing the role of symbolic narratives in constructing cultural identity. Through a mixed-methods approach combining quantitative surveys (n=428) and qualitative interviews (n=23), the study reveals that Shanghai’s micro-drama industry faces the challenge of balancing high production costs with the demands of algorithmic distribution systems. The findings propose a strategic framework for innovation in the industry, emphasizing quality content, algorithmic adaptability, and cross-boundary integration. This research contributes to the academic understanding of media ecosystems and provides practical insights for industry practitioners and policymakers.