Why are web novels and short dramas so 'tacky' yet so addictive? What psychological mechanisms are behind this?

Haha, you've hit the nail on the head with this question. Many people feel this way – on one hand, thinking, "What kind of cheesy stuff is this?" but on the other, they can't help but binge-watch episode after episode (or chapter after chapter), completely unable to stop.

Behind this, it's not actually that your "taste is poor," but rather that these things precisely tap into certain "switches" in our brains and psychology. Let me try to explain it to you in plain language:

1. Instant Gratification, No Waiting

This is arguably the most crucial point. Think about it: in real life, if you're wronged or suffer a loss, you might have to endure it, or it could take a long time to "get your revenge" or "turn the tables." But it's different in web novels and short dramas. One moment the protagonist is humiliated, the next they might reveal their hidden billions, or "the Dragon King returns," instantly delivering retribution to the villain.

This "instant feedback" and "high-density pleasure points" stimulate our brains to release dopamine, which is the chemical that makes you feel "good" or "satisfied." It's like "junk food" for the mind; though it lacks nutritional value, it's incredibly satisfying to consume and brings immediate pleasure.

2. Emotional Proxy and Outlet

Who doesn't have some stress and grievances in life? Criticism from the boss, competition from colleagues, life's setbacks... Many emotions we can only process ourselves.

Watching these "tacky" dramas is like hiring an "emotional proxy." The people you usually wouldn't dare confront, the protagonist confronts for you; the dreams you wouldn't dare dream, the protagonist fulfills for you. Seeing the downtrodden protagonist rise up, and the annoying supporting characters get their comeuppance, you feel a strong sense of "vindication" and "release." This is psychologically known as "vicarious satisfaction," a very safe and cost-free way to release emotions.

3. The Brain Wants to Be "Lazy" and Stop Thinking

After a day of work or school, our brains are already exhausted. At this point, if you ask me to watch a movie with a complex plot, intricate character relationships, and deep exploration of human nature, I might feel "mentally drained."

Web novels and short dramas, however, follow fixed formulas, and their characters are archetypal: the domineering CEO, the innocent "white lotus," the malicious female antagonist, the snobbish relatives... You don't need to use your brain to analyze; you can understand it effortlessly. It minimizes the cognitive effort required for understanding, allowing your brain to enter an "energy-saving mode," purely for relaxation and entertainment.

4. Carefully Designed "Hooks" Keep You Bingeing

Especially in short dramas, each episode ends with a cliffhanger, a "hook." "Will the protagonist's true identity be exposed?" "Will the female lead be discovered?" "What exactly is this big twist?"

Psychologically, this leverages the "Zeigarnik Effect." Simply put, people remember uncompleted tasks particularly well and feel compelled to finish them. So you can't help but think, "Just one more episode before bed," only to find yourself watching episode after episode until dawn.

5. Giving You a Chance to "Dream"

Most protagonists in web novels and short dramas start as ordinary people, even "failures" in life, which makes it easy for us to empathize or "project ourselves" onto them. Then, the protagonist suddenly gains a "cheat" (a system, superpowers, a chance at reincarnation, etc.), and from then on, rises to the pinnacle of life.

This fulfills the deep-seated "fantasies" and "desires" of ordinary people. Who hasn't fantasized about getting rich overnight, having superpowers, or being unconditionally loved by a perfect person? These works create this dream for you, allowing you to briefly escape reality for tens of minutes or a few hours of viewing, and experience the thrill of "what if I were the protagonist."

So, all in all, it's not your fault for getting hooked. These works are like experienced product managers who have a firm grasp on human nature. Their sole purpose is to deliver the most intense emotional impact to you, with the lowest cost and fastest speed. They are a highly successful "spiritual fast-moving consumer good," born purely for entertainment.