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

3.1. Traditional media human social interaction using great computing capacity

Chinese scholars Li Qin and Xiong Chengyu observe that and complex algorithms. However, algorithms without
the revolution of communication technology and the trend systematic control and operational responsibilities are
of humanization have brought about changes in ways of often driven by network traffic to please users. While
communication, which directly and deeply affects social constantly producing and recommending homogeneous
forms and structures. They further propose the five stages content, they also form a highly dependent relationship
of communication, namely oral communication in ancient between users and the platform.
times, handwriting communication in medieval times, 3.3. The rise of new forms of media and the third
printing communication in early modern times, electronic media
communication in modern times, and immersive
communication in contemporary times. It is made manifest The innovative development of new forms of media is a
in the alternation and renewal of the stages together with new growth during the innovation of new business forms
the update and inclusion of different communication of digital industries, and it is where communication
media that communication needs to expand its scope, integrates with different business forms and generalizes
improve efficiency, and satisfy the demand for diverse itself to different aspects of life. It is also a strategic
information . response to current media integration. The new forms
[8]
of media, a general term for all the media forms that are
The corresponding forms of art media also take five taking place at the moment, mainly refer to the mass
stages: the stage of oral literature with oral language and media that are characterized by ubiquitous network as
body language as the medium, the text-based written art the physical basis and immersive communication. In
stage, the writing and printing art stage with paper and essence, the new forms of media are the comprehensive
printing as the medium, the electronic art stage which is integration of human beings and the media. To some
based on electronic technology, and the internet-based extent, human could be compared to a medium. Moreover,
digital art stage. Among them, the first three phases are some scholars argue that the definition of new forms of
also called eras of traditional media. The era of third media media should not follow the traditional linear inductive
this paper investigates is a fully integrated era that rises system which simply attributes new forms of media to
above electronic and the internet technology, keeps in niche, mass, or focus communication under interpersonal
tune with new consumption and new communication, and communication. Instead, the new definition should be
boasts inclusion and innovation. based on the essential type of communication, looking for
a new dimension between information dissemination and
3.2. Digital media characterized by the internet
relation dissemination .
[10]
As our society’s social cultures and ways of living evolves The third media are born out of the integration of
constantly, the emergence of new needs, driven by the experiential consumption and new forms of media in
scientific, technological and industrial revolution, and the process of development. New resources need to be
continues to advance the iterative evolution of social promoted by new media integration, which could satisfy
production. The development of information and digital new consumer demands and accord with new technologies,
technology, particularly, is moving human subsistence and so that the needs of more personalized, diversified, and
development toward a new era.
technologically integrated consumption could be met.
American scholar Mark Poster is among the earliest to Therefore, we can say that the third media featuring media
categorize the emerging media featuring the Internet as the integration and generalization is not only a form, but also
“second media age” . He points out that the first media a form of business, a catalyst for the development of new
[9]
age (i.e., the traditional media era) is indicated by one-way, economy and new consumption. The third media are also
linear, and top-down communication, while the second the adhesive for the organization of resources, assets, and
media age is an interactive and two-way communicative industries, the innovation of the product market, and the
loop, a new form of media that is characterized by integration of terminal consumption.
relationships between the agents of communication and In conclusion, both the promotion and transformation
the communication paths. of new resources demand new media integration. This
In the second media age, the internet taps into the huge requires three most important strategic directions. First, we
potentialities of infrastructure, big data, cloud computing should follow the internal laws and development logic of
and artificial intelligence, and thus turns itself into the new media integration. Second, emphasis should be placed on
representative of content production. The ever-intelligent how it is consumption-driven, increasingly personalized,
omni-media environment is leading the transformation of diversified, and experienced. Third, heed should be paid to

Volume 1 Issue 1 (2023) 5 https://doi.org/10.36922/ac.v1i1.254