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

One of the hallmarks of consumerism is media theorist art market, which has created strong market innovation
Stuart Ewen’s conceptualization of the “Commodity Self.” effects. Today, an auction may be easily accomplished
He suggests that subjectivities are more or less mediated with only one live broadcaster, a mobile phone, and a fill
and constructed through the consumption of commodities. light. In just 5 or 10 years, whether it is the market or the
Likewise, Japanese sociologist Miura Atsushi also tracks industry, digitization has become the key to promoting the
the four stages of consumption: the first stage dominated integration of media and e-commerce and thus profoundly
by a small number of middle classes, the second-stage changing the model of art communication.
consumer society that is family-oriented, the third stage
characterized by individualistic tendencies, and a fourth 4.2.5. New business forms
stage of consumption that rebuilds connections between As the Chinese art market enjoys the abundance of
people with a sense of fulfillment. With the replacement of business forms and the diversification of structures, the
different stages of consumption, commodity consumption cross-border integration of business forms has become
has also shifted from material-based consumption to a major trend. Driven by digitization, digital scenarios
experience-based consumption under the background of based on new types of infrastructure provide a wider
deep integration. This kind of experiential consumption is room for the innovation of new business forms. The new
also the basis for the third media. business form is already the basis for understanding the
Chinese art market and also developing market integrity.
4.2.3. Technological integration
The new business form is neither a concept nor a logic,
The integration of science and technology promotes but is generated in the process of changing the underlying
the development of new types of infrastructure which structure of the market. Only by deeply understanding the
continuously gives birth to new business forms, making underlying structure of the market can new business forms
digital art assets the core element of operations. Digital art become a reality. The diversification of consumer demand
assets in the form of digital industries need the support of brought about by media integration has become the banner
digital scenarios. Digital application scenarios will also enable of the art industry innovation, and it is also the most active
a comprehensive upgrading of the experience. For the art and sensitive driving factor in the market.
industry, this is also a digital upgrading of its inherent business
model. The digital innovation of the integrated service 4.3. Concepts and characteristics
platform for artworks has become the key to the formation The concept of the third media garners historical significance
of digital art assets, as well as the key to the innovation of in the process of media integration. It also describes the
the digital art wealth management. The development of situation where the rise of the new consumption, the
precise user positioning, scenario recognition and artificial integration of new technologies, and the innovation of new
intelligence (AI) technology, to name just a few, underpins forms of media are the mode. Its conceptualization shores
the digitization of offline experience scenarios. It will also up the evolution of media integration.
help the art industry reduce costs and increase efficiency, and
promote the innovation and upgrading of digital application Therefore, the third media can be regarded as a
scenarios in the traditional art market. pan-media, which generally refers to a market-based
communication carrier. In other words, by integrating
4.2.4. Media integration artworks, commerce, market, industry, ecology, and
other systems, the third media draw upon the market
Digitization and emphasis on experiencing have permitted and business forms of new consumption to achieve art
the continual integration and generalization of the
media, and promoted the scenario-based development communication. The maturity of the ubiquitous network is
of art communication. The art market has been through the material basis and technical premise of the third media
traditional, mixed, and new business forms. The traditional age. Immersive communication is the dominant form
business form mainly includes three transactional of the third media age. Pan-mass communication helps
models: galleries, expositions, and auctions. The mixed differentiate the third media age from the first media age
one, which is also called art e-commerce, makes the defined by mass communication and the second media age
traditional art market more Internet-based. The spread characteristic of focus communication.
of the new digital business forms must cooperate with Media integration forwards the rapid development of
matching new theories. In this process, it is vital to make the new economy, and the continuous development of new
art communication scenario-based. The construction of business forms has spawned the rise of the third media. As
new types of infrastructure and digital scenarios, based on an emerging type of media, the third media consist of the
digital technology, has brought about major changes in the following features.

Volume 1 Issue 1 (2023) 8 https://doi.org/10.36922/ac.v1i1.254