Page 12 - AC-1-1

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

the innovation and integration model brought about by the traditional news communication theories can no longer
integration of new technologies. swim with this tide. Especially in the wave of digitization,
even if western communication theories are widely and
4. The rise of the third media rapidly introduced, they cannot guarantee the practice of

As information technology revolution reshapes the communication studies in China a cutting edge. Therefore,
ecology of social communication, we have witnessed theoretical and practical training should be fostered,
the systematic shift of global connectivity from offline the academia and the industry should be united, and
to online. Accordingly, art communication is becoming digitization should be integrated with business innovation
more and more integrated, the content of communication so that a new platform for cognitive consensus and
more and more digitalized, the functions of which innovative development can be built.
place more emphasis on sharing and scenario experience.
How are the media to do with such changes? The answer is 4.1.2. Content of communication: Dissemination of
that the rise of the third media is changing the cognition knowledge information, information integration and
and development landscape of art communication. digital stream
In the context of new consumption, media integration
4.1. Reshaping art communication media has become an important carrier and mechanism for new
4.1.1. Means of communication: Communication business models and industries. During the development
through traditional media, internet media, and of media integration, platformization has become an
streaming media integration important driving force to promote media integration,
and vice versa. Media integration is an important channel
As the carrier of communication, the medium has
mainly progressed through three stages: traditional for the expansion of new industries. In the process of
media communication, internet media communication, media integration, the biggest change is found in content
and communication through streaming media production. Consequently, media integration serves as a
integration. Traditional media communication, also platform, a channel, and also the content. Therefore, media
known as mass communication, refers to the process integration is also an innovative process of service, and
of transmitting information to the public through mass this service is also a product. Media integration has thus
media such as newspapers, magazines, books, radio, allowed the (business) forms of the current media industry
movies, and television. The main feature of Internet to enjoy diversity in unity.
media communication is focus communication. Focus 4.1.3. The functions of communication: Knowledge
communication selects specific types of media according and information learning, massive information
to social groups with different characteristics. It is a form sharing, and scenario-based integration experience
of communication targeting a niche audience so it is
also called demassification communication or sub-mass Western scholars Robert Scoble and Shel Israel are the first
communication. Representative of the communication to define mobile devices, social media, big data, sensors,
reform under the integration of streaming media, pan- and location-based services as the five technical forces of
mass communication refers to a type of personalized and context. The arrival of the “age of context,” in their own
niche communication provided to the public based on the words, is the product of technological development at a
ubiquitous network, which is a combination of many-to- given time. The purpose of contextual dissemination is to
many and one-to-one communication. adapt information and services to different contexts for the
good of the users.
While art communication is transforming from
traditional means to modern methods, the overdependence Historically, communication theory has focused on
of some art forms on traditional communication methods the specialist practice of traditional media and emerging
has gradually reduced themselves to minor cultures, such media, thus forming a relatively vertical and systematic
as traditional Chinese opera and acrobatics. Art forms theoretical system for the specific discipline. As the
such as photography, film, television, and music, however, media and society shares more and more similarities,
are well adapted to modern communication media and traditional communication takes up less and less room
thus have the chance to bloom. The media are on the track in social information transmission. Instead, information
of a platform-based and internationalized transformation communication with wider connotations has emerged as a
whereas media integration is based on media digitization. new theoretical paradigm. A media-centered way of living,
Facing the shift of communication means from traditional based on information communication, is reshaping the
media, the Internet media to streaming media integration, social formation.

Volume 1 Issue 1 (2023) 6 https://doi.org/10.36922/ac.v1i1.254