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

and services barely fits the trading environment unique The relationship between media and reality as well as
to new consumption. With the continuous development the social influence of media has been avowed concerns
and improvement of the new consumption environment, of sociology. Academic focus on books and newspapers
it is crucial to develop consumption scenarios based on — then the mainstream social media — could trace back
th
the characteristics of new demand so that consumers to the 19 century. Scholars were interested in how these
can experience the corresponding products and services media affected the establishment of opinion networks
conveniently and systematically. It is easier to judge whether and formulated some famous theories based on the
th
such customized scenario experiences meet personalized theory of social interaction. In the early 20 century,
consumer demand. The realization and popularization Western sociologists first put forward symbolic
of digital scenarios are on target especially with the interactionism which believes that individuals influence
development of new forms of infrastructure, which gives each other through the transmission of symbols and
the rapid growth of experience economy a solid foundation. meanings. Since then, some western scholars have
Meanwhile, the building of new consumption scenarios of further suggested that people’s self-interaction is the
art can not only satisfy a variety of consumer needs, but internalization of their social interaction with others,
also provide platforms and pave the way for the functional or rather, the individual brain’s response to social
extension of cultural, artistic, and esthetic education, the communication with others. Consequently, media are
dissemination of content, and the cultivation of spirit. It referred to as the “intermediary of social relations.”
is also an important instrument for establishing cultural Thus, the “meaning” of media is also determined, which
stance and values. Moreover, this is in line with our affects people’s understanding and practice of the social
development direction that artistic consumption should context they live in. All these theories help the concept
consider both integration and popularization. of “media” gradually become the focus of journalism
and communication studies .
[1]
As there is an increasing tendency for art communication
to be integrational with cultural content more digitized, Now, the challenge is how to innovate art studies with
the market is facing a growing demand for its building more potentialities, for which new approaches need to
of sharing and scene experience. It explains why the rise be adopted. The establishment of art communication as
of the third media, the reshaping of cultural media, is a discipline is an important means that boasts practical
deemed as the anchor point to change how people perceive value. The current state of media development has told us
art communication studies and foster a new development a lot: The Chinese realm of art is not unproblematic and
pattern. However, a lot remain unknown on this matter and its art market is also chaotic. Although some colleges and
there is not enough systematic summarization and analysis universities have set up art communication programs, they
of its inherent law. In short, the rise of the third media fail to lay the foundation for related disciplinary research.
holds sway in contemporary art communication. Research That is to say, there is still no systematic investigation and
and practices that fail to realize this cannot contribute to summarization of the research object and its characteristics
the investigation and development of art communication art communication delves into. The gap between reality and
effectively and precisely. ideals — the goal of popularizing culture and art together
with real-life need for discipline improvement — needs to
2. The evolution of media be filled. After fully acknowledging the challenges in front
The historical dimension of media is complicated, be it of us, it is recognized that art communication studies in
from systematic or managerial aspects. The history of China are far from state-of-the-art, and there is room for
media has taken its twists and turns — it takes account of improvement considering the definition and research of
[2]
art communication media .
the advent of traditional media in the beginning, followed
by specific forms of the media, forms of communication, This also explains why we should take heed of medium
then medium forms and innovation-driven development and its reshaping. First, it is because the medium is the main
to media integration. In the new age of consumption when focus of communication studies. Besides, the context of
new economy takes form, media integration gradually media development has experienced a significant change.
comes into its own. It is not only a combination of the Moreover, the medium itself is also developing based on a
media and communication channels in form, but it certain logic of development.
also makes possible an important societal advance in
communication pathways, from an information society to 2.1. Digital infrastructure enriches media scenarios
a platform-based society with developments in digital and In recent years, with the rapid popularization of the mobile
smart technologies. internet and the advancement of the historic process of

Volume 1 Issue 1 (2023) 2 https://doi.org/10.36922/ac.v1i1.254