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

4.3.1. Experiential 4.3.5. All-in-one

The diversified and personalized consumption under We can see the all-round integration of the medium and
the influence of media integration seeks the experience the content as well as the form, channel, and mode of
economy, especially the immersive experience in communication. In the new consumption context, media
consumption. What is much sought-after in the new age integration is both a carrier and a mechanism, working as
of consumption is products and services that allow first- both a platform and a channel, functioning as both a content
hand experience. Whether the products and services meet and a product. This type of integration is a mechanism for
the needs of personalized consumer pursuits is a very the development of new business forms. Media integration
important evaluation criterion. is realized by making it platform-based. Media integration
has a great impact on content production. In this sense, it
4.3.2. Integrated innovates services.
Media integration plays an important role in fostering 4.3.6. Esthetic education
the organization of resources, assets and industries, the
development of product market, and the integration of The rise of experiential consumption makes consumption
terminal consumption. It not only aids the development itself a critical way of cultural and artistic recognition and
of new resources, but also creates a new integrated dissemination. From media, the internet to industrial
business form. Such a transformation demonstrates that design, from music, sports to leisure travel, from
new resources provide a new stage for media integration architecture, film to literature, culture has developed
while value discovery is its new challenge. The creative into a huge economic entity. Experiential consumption,
transformation of value is the new future for media diversified and customized, makes the consumption of
integration, for new resources not only require value products and services more scenario-based. Based on the
discovery, but also the creative transformation of value. technological integration of the “platform + Internet” model
and driven by media integration, it also helps different kinds
4.3.3. Contextual of business forms in the cultural industry merge together.
The scenario-based consumption experience in the new The communication and education of culture and art are
age of consumption is looking for whether it can satisfy thus integrated with daily mass consumption, cultural
personalized consumer demand. Being platform-based is experience with cultural consumption, hence the vertical
both the basis and an important driving force for realizing intersection of art education and art business. All these
media integration. The “platform + Internet” mode makes have become a new business form after the integration of
possible the diversification of and provides multi-paths multiple business forms, which, truly entertaining and
for multifarious and customized art consumption, which educational, enables people to acquire aesthetic education
greatly promotes the development of art consumption that in their experience.
is based on scenario experience. 4.4. The general picture of the development of the

4.3.4. Business forms third media
Broadly speaking, media integration is also a new business Many challenges lie ahead, as a variety of media integrate
form of the cultural industry. How to promote the with each other, especially with the rise of the third
development of media integration and build omni-media media. First, there is the theoretical challenge. Traditional
has taken center stage in the New Period. It is strategically economic theories justify themselves given that resources
important because media integration is no longer confined they rely on are also considered traditional. However, as
to media communication in the traditional sense. To gain the impact of the Internet and new resources on today’s
a deeper and systematic understanding of the significance world is increasingly huge, a serious challenge is mounted
of media integration requires appreciative analysis of to some underlying concepts in traditional theories that are
the innovation of the cultural industry. It is not enough considered incontestable, some development models that
to concentrate merely on some changes in the ways of are taken for granted, and some basic methods including
production and dissemination of media integration. some model algorithms. This is because the characteristics
Instead, we should see that the fundamental changes media of resources have undergone important changes. Theories
integration has brought about in the cultural industry, based on this should also be changed.
especially the revolutionary changes in the exploration, Second, how to develop new concepts and models is
integration, application, value discovery, and realization of also an effort. Not only should concepts centered around
cultural resources. new resources be developed, but it is also necessary

Volume 1 Issue 1 (2023) 9 https://doi.org/10.36922/ac.v1i1.254