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

More importantly, media integration and a culture- also entails the specific conceptual designation of “being
centered new economy, closely intertwined, have with the public.” Therefore, the agents of information
been deeply involved in organizing, establishing, and dissemination, diverse as they are, tend to be unified . The
[11]
discovering the value of new resources. This engagement integration of the multimedia field and multi-information
not only furthers the systematization and capitalization dissemination with the help of the third media also
of the value integration of new resources, but also ensures means that information transmission is more likely to be
[12]
faster progress toward the new economy era. In doing decentralized and enriched .
so, value discovery and value rebuilding are the core and
premise, while media integration is also seen as a bridge 4.2. The basis for the development of the third media
between the value discovery and reestablishment of new The reason why the third media are the center of attention
cultural resources. today is that its development has a broad theoretical and
practical foundation. For now, it can be summarized as follows:
4.1.4. The carriers of communication: Traditional
media, innovative media and third media 4.2.1. Theoretical aspects
Communication media, also known as the means, Art communication is not just about disseminating
channels, or tools of transmitting message, are the carriers information, but most importantly, it also uncovers the
of communication content. On the one hand, the medium, artistic value. Besides, there are two major stages in
as a technological means, determines the rate, scope, and the study of art communication: the first is the study of
efficiency of communication. On the other hand, the commercialization, or rather, the study of art economy.
medium is also considered an organization, whose system; Specifically, it includes five major sectors: art business, art
ownership, ideology, and cultural background also govern market, art industry, art finance, and art technology. These
the content, form, and function of social communication. are what the commercialization of art must go through,
As an early carrier of communication media, traditional and also the market and industrial foundation of the
media are mainly divided into four categories: newspapers, third media research in the field of art communication.
magazines, television, and radio. As per the nature of the The second stage is content dissemination under the
carrier, it can also be classified as paper media (books, process of non-commercialization, such as art creation,
newspapers, magazines, etc.) and electronic media (TV, museum management, and many aspects of art industry
radio, etc.). management, and it is also the theoretical and professional
foundation of third media research.
Proposals for economic globalization and a community
with a shared future for mankind also work towards 4.2.2. New consumption
cultural blending and a cultural community in harmony. The rise of new consumption makes experience, especially
Cultural transfer and integration, thus, become the integrated experience and in-depth experience, the
inevitable from historical and contemporary perspectives. focus of consumption. New consumption is not only the
As information exchange extends its influence, the carrier transformation and upgrading of traditional demand, but
of information has also changed in the process. New it also benefits from the push made by emerging demand. It
information carriers such as computers, optical fibers, continues to popularize offline consumption and welcome
and communication satellites have become the basis for the rapid rise of service consumption. New objects,
media innovation under the new technology revolution. channels, and methods have become the most prominent
With the acceleration of communication integration features of new consumption.
and content digitization, the function of communication
In the era of art communication reform, the existing
media highlights the integration of sharing and scenario high-end art products and competitive prices cannot
experience, which also brings the third media out.
impress consumers. Better experience with art, which has
Earlier attempts to define the third media fail to already replaced mere products and prices, becomes a
accentuate the uniqueness of humanity due to the differentiating factor for new consumption, and meanwhile
limitations of the medium itself. To regain the uniqueness it also exerts influence on consumer purchasing decisions.
of the individual requires the advancement of media Physiological experience includes five senses: sight, hearing,
technology and conceptualization. At present, when using taste, touch, and smell; while in the field of psychology,
the third media in many fields, there is some confusion experience is defined as an emotion that affects audience
about the characteristics of third media. The primary agent feedback. Yet in business, experience is an economic tool.
of the third media not only includes the “triad” structure, In experiential consumption, consumption is a process,
namely, information, production and disseminator, but and consumers are the “products” of this process.

Volume 1 Issue 1 (2023) 7 https://doi.org/10.36922/ac.v1i1.254