Pastoral IP, a cyberhealing place for urbanites

"After the eaves of elm willows, in front of the peaches and plums. Like-like to the remote village 墟里 smoke."

Those idyllic poems engraved in memory are the concentration and echo of ancient farming civilization. But it's only been a year or two since the idyllic drama began to emerge.

Following the phenomenon of the pastoral healing drama "To the windy place" starring Liu Yifei at the beginning of the year triggered the longing of the whole network of social animals, iQiyi's new drama "Field Cultivation" continued to sing pastoral songs, with the novel setting of "holographic game + farming" to attract attention, the market share of Yunhe was as high as 16.7%, the total number of plays of the series has broken 500 million, leading the October network drama market. Netizens called "farming text into reality, addictive."

Golden fields of rice and wheat, white clouds and birds, trees and trees, the house is simple, the countryside as a utopia of urban people's hearts, as if a tried-and-tested medicine.

But how long will this wind last? Can "Pastoral Healing" really be a new genre?

In the 1980s and 1990s, most of the rural dramas were based on heavy literary works, with a strong reality background, and the characters and protagonists were deeply portrayed, such as "Fence · Woman and Dog", "Snowstorm Tonight", "Peasant" and "Foreign Sister", etc., focusing on the differences between urban and rural areas.

After entering the 21st century, the country drama also has a new look, "rural love" and "Liu Laogen" such light comedy began to be born.

In recent years, the main theme of rural revitalization plays are many, such as "Mountain and sea situation", "Flower mountain Township" and "Daughter of mountains", writing various stories between grassroots cadres and native villagers for the construction of the countryside, the focus is on the collision of ideas of different groups, where the countryside is revitalized with survival resilience.

In the past, the audience group of local dramas has always been relatively fixed, mainly audiences with rural life experience or curiosity about rural life, overlapping types of audiences such as comedies, period dramas, etc., or original fans, on the whole, are circular, which is somewhat inconsistent with the current young market.

After all these years of rapid urbanization, the "discourse" of the countryside is somewhat diminished.

Today, the classic IP "Rural love" has been broadcast to the 15th, and the parents are still short and scattered, and the Northeast rural fireworks are unconsciously affecting the audience's cognition of the countryside.

For example, Chen Xiao and Li Qin's "The Road to Life", although Lu Yao's "Life" as the base, but also because of the black and thin Liu Qiaozhen, the image of rural people is too rigid, and urban dramas often used to sharpen the conflict of rural people "clown", are with subjective bias of art processing.

But the appearance of "pastoral healing drama", whether from the audience or the interpretation of the countryside, has made people have a new look.

There is a strange phenomenon in the drama market: when you see a more mature blockbuster, there are probably some similar works before it, which is a kind of undercurrent like momentum.

Before the emergence of the circle level work "Go to the Place with wind", in 2022, Youku's "Small Forest of Two people" and iQiyi's "He Jiajia's Peach Blossom Source" are all taking the route of pastoral healing dramas, but "Small Forest" takes the male and female main love as the main line, and is more inclined to sweet pet dramas.

The "He Jiajia" starring is a small transparent show business, although the quality of the series is not bad, in Douban can get 7.9 high scores, but there is not much water when broadcast.

"To the place with wind" can be said to be beyond the shortcomings of the previous pastoral drama - starring Liu Yifei, Li now has its own flow discussion degree, but also jumped out of the main man and woman "to fall in love in another place" plot limitations.

The group picture depicts success, integrates the propositions of young people returning home to start a business and survive, and truly explores the value and significance of pastoral utopia. For the young people who are rushing around the city grid at present, the emotional resonance and value of "Wind" are undoubtedly incomparable.

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