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Arts & Communication

REVIEW ARTICLE
Decoding art communication studies in the age

of digital technology: Toward the redefining and
reshaping of the medium

1
Mu Xi and Feng Gao *
2
1 China Art Industry Research Institute, Shanghai University, Shanghai, 200 444, China
2 School of Cultural Creativity and Management, Communication University of Zhejiang, Hangzhou,
310 018, China

Abstract

The new age of consumption demands that art communication studies be redefined
and reshaped. Media and media innovation have been main concerns in the research
of art communication. Integration experience is becoming the core of the innovation
of new consumption in China, as infrastructure, media content, consumption
context, and structure change under the influence of digital scenarios. New forms of
media revolutionize art communication media, which are being reshaped in aspects
of communication such as form, content, function, and carrier. The reshaping is
happening with the development of theories and new forms of business, emergence
of new consumption, new technology integration, media integration, and so on.
Therefore, the life-changing development of media integration determines the
strategic and practical significance of the third media.
*Corresponding authors:
Feng Gao Keywords: Digital technology; Art communication studies; Media integration; The third media
(teddygao1983113@gmail.com)
Citation: Xi M, Gao F, 2023,
Decoding art communication
studies in the age of digital
technology: Toward the redefining 1. Introduction
and reshaping of the medium. Arts
& Communication, 1(1): 254. The advent of the new age of consumption is ushering in an era that no one would
https://doi.org/10.36922/ac.v1i1.254 imagine. New consumption features a change in consumption structures where
Received: November 10, 2022 consumers bid goodbye to spending modes resulting from shortage economy compared
to an increased desire to immaterial consumption, especially that related to culture and
Accepted: November 16, 2022
art. As such consumption rises incessantly, business forms of new consumption need to
Published Online: December 14, 2022 cater to a diversified, multi-tiered, and customized consumer demand. As a result, it is
Copyright: © 2022 Author(s). unsuitable for us to follow the same pattern in the face of shortage economy where mass
This is an Open Access article production is used to meet mass needs. Therefore, we should build experience scenarios
distributed under the terms of the
Creative Commons Attribution to facilitate integration experience and develop immersive consumer experience so that
License, permitting distribution, multi-tiered consumer needs and behavior in pursuit of diversity and customization
and reproduction in any medium, could be constantly satisfied.
provided the original work is
properly cited. Surely, these consumer needs and behavior boost the development of experience
Publisher’s Note: AccScience economy. However, it also makes products and services by the mass-production-for-
Publishing remains neutral with mass-needs standard no longer a solution to the emerging consumer demand. In other
regard to jurisdictional claims in
published maps and institutional words, consumers are often inundated with all-pervasive hard-sell advertisements which
affiliations. indoctrinate consumers didactically. Such a traditional model of consuming products

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