Problematic short drama addiction among Chinese Gen X women: a ZMET approach

Background: Short drama addiction has emerged as a novel form of behavioral addiction in the digital age. Chinese Gen X women (born 1965-1980), the core user and high-risk group for this addiction, have had the underlying mechanisms of their addictive behavior not yet elucidated. Existing research has critical gaps in exploring the subconscious drivers of short drama addiction in this specific generational-gender population, alongside methodological limitations of traditional quantitative approaches. Methods: This qualitative study used the Zaltman Metaphor Elicitation Technique (ZMET) combined with semi-structured in-depth interviews. 36 participants with typical short drama addiction behaviors were recruited via snowball sampling and screened using the Revised Personal Involvement Inventory (RPII) scale. Following the 10 steps of ZMET, we performed data analysis through hierarchical construct extraction, personal mental mapping, and group consensus map construction. Results: 71 constructs regarding short drama addiction were extracted, a group consensus map of addiction in this cohort was built, and four core consensus themes were identified, which reconstructed the dynamic evolution of their addictive behaviors. Conclusion: This study concludes that short drama addiction among Chinese Gen X women is primarily driven by emotional stress and psychological compensation needs, reinforced by poor time and attention management, leading to significant physical and mental health impacts, while also prompting growing awareness and efforts toward more rational and controlled media consumption.