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Arts & Communication Decoding art communication studies in the age of digital technology

of art, as well as indicating its integration with the communication is closely related to technology. Without
popularization of art. technology, it is like a chariot without a wheel; even if it
is loaded and strives to move on, it will lose its direction.
2.4. Integration experience is becoming a new mode Be it the internet or media integration, it is the result
of cultural consumption
of technological progress. The development of the art
Media integration is revolutionary in that it has sounded industry in China is due largely to digitization, especially
the clarion call for the new economy, especially the new the rapid iteration of big data, artificial intelligence, block
cultural economy. The development of media integration chain technology, and intelligent terminals which turns
has seen its progress from the media, communication, digitization, then a trend, into a reality. The development
medium, and to integration . It not only combines media of new digital-based business forms has become the
[4]
channels with forms, but also promotes the evolution of keynote of this change. On this basis, the setting of digital
human society from an information society to a platform- scenarios and new types of digital infrastructure also make
based one with smart and digital technologies. At the art communication a harmonious unification of content
same time, media integration also revolutionizes models and form.
of knowledge production, knowledge learning, knowledge
display, knowledge dissemination, and knowledge service. 3. The change of media effects draws more
This unravels some academic claim that media integration attention to new media
includes the integration of materials (i.e., tools), operation
(i.e., business), and theories (i.e., ideology), and it is also In respect of the reshaping of media, care should be
dependent on institutional (regulation) innovation to exercised to both traditional media and new media,
guarantee success . This point of view emphasizes that especially the communication effects of the third media
[5]
media integration is the convergence of many aspects of under the influence of artistic consumption and art market.
media which could be categorized as the aforementioned Shao Peiren, a Chinese scholar, proposes the
three kinds of fusion. concept of “the mediation of art” earlier in his book, Art
Whether the division of the fusion into three types Communication, with meta-medium and modern medium
is definitive remains uncertain, but with the rapid as the two elements. In his opinion, meta-medium refers
development of new media technology, media integration to artistic forms existing from time immemorial, while
is inevitable. The main reasons for its development are modern medium is art medium that exhibits the capability
first political considerations. Political forces exert both of being popularized and replicable . Some scholars
[6]
positive and negative effects, to a certain extent, on extend his theory and state that art media display four
the development of media. Political ecology is another main characteristics. First, the media can enable artists
important restrictive factor. The second reason is economic to make clear and reasonable judgments on objects or
factors. Commercial interests and market competition are affairs that can arouse people’s interest. Then, it plays an
used to motivate further development of media, and the intermediary role in extracting art materials, creating
consumer demand also stimulates its growth. The next artworks, and disseminating art. Third, the art media are
reason is cultural factors. Foreign cultures, including the expressive which can convey artists’ emotions and thoughts
practical and theoretical innovation of media integration, to the audience in a special way. Finally, in the deep-level
as well as the integration and intercommunication of mechanism, art is medium-centered, a communicative
Chinese and Western cultures, have also become the direct activity that connects art communicators (i.e., the artists)
thrust of media integration in China. The last reason is with the receivers. Art has thus become a medium-centered
technical factors. Information technology characteristic of [7]
“platform + Internet” initiatives has become an important interactive behavior .
driving force for media integration. Technical factors not Some scholars also suggest that based on their
only support the development of media, but are also a part defining characteristics, communication can be divided
of media integration. into three stages: primitive communication, one-way
communication, and interactive communication. From
2.5. Diversity in unity: technology integration the perspective of object of communication, it can also be
liberates the content and form of communication
divided into three steps: interpersonal communication,
The medium plays a pivotal role in art. How the medium of mass communication, and focus communication. The
art is represented determines the artistic form and it is also “third media” we argue for in this paper is a new form of
an inseparable part of art content. Therefore, the medium media that prides itself on the characteristics of interactive
is both the form and the content of art. In addition, art communication and focus communication.

Volume 1 Issue 1 (2023) 4 https://doi.org/10.36922/ac.v1i1.254