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

globalization, cross-cultural exchanges, and connectivity The second reason is that the integration of new
are becoming a new platform and mechanism to promote technologies, especially that of technologies and
the building of a community with a shared future for mechanisms such as the Internet, big data, artificial
mankind. Against this premise and background, it is intelligence, cloud service block chain, and so on,
considered an irreversible trend to facilitate new global has brought about major changes in media content
integration based on mutual learning and cultural fusion, production as regards to content, form, and means.
which isolationist views of any country, group or individual Thus, the dimensions of content production expand
cannot hinder. The rebuilding of social information system nonstop. Third, with the development of new forms of
by information dissemination technology, a new type of infrastructure, the creation of digital scenarios contributes
infrastructure, also makes technology essential in fostering to new consumption patterns, which scales up media
the theoretical paradigm of information dissemination. content production unparalleled in history. Of particular
This not only acknowledges the importance of technology, importance is the advent of the era of customized
but also fully merges communication theories with communication when pan-entertainment and diverse
technology at the core. In addition, technology as a context content has or will play a key role in intelligent and digital
becomes the dominant representation of a mediated life. Fourth, the source of media content production is
society. Technological forces that were once embedded in changing. Conventionally, research and teaching institutes
social logic begin to dominate social processes across the were the main actors for knowledge production. However,
board. During the transformation process, two features of with the development of cross-border integration, the
technical logic — centralization and dispersion — have industry has become an important knowledge content
become increasingly prominent . producer independent of research and teaching institutes,
[3]
These two features make possible not only personalized and roles the industry and educational institutions play,
services over the “platform + Internet” model, but also respectively, in knowledge content production has been
the diversified, multifarious, and multi-path possibilities reversed. This phenomenon, new to media content
for the development of artistic consumption. Customized producers, should be taken seriously.
services, especially related to cultural products, have 2.3. The integration and change of consumption
greatly bolstered the innovation of artistic consumption context, consumption structure, and consumer
and cultural industry. On this basis, research and practice demand
on defining and reshaping art communication media tend
to focus on the establishment of a series of digital scenarios In the past, art communication relied more on education,
and new forms of digital infrastructure. publicity, display, and indoctrination. Interpersonal
communication is realized by constantly organizing various
2.2. Media content production are undergoing rapid meetings and events. Now, market and consumption,
transformation however, play an important role in art communication. For
The medium is no longer dismissed as trivial in example, although the cultural history of the United States
information and communication theory. Instead, it is is not long, its culture spreads fast and penetrates into
treated as the theoretical context. There are several reasons other societies powerfully. Marketing and consumption
for the rapid changes in media content production. First, mechanisms are the main culprit. Simply put, the successful
it is due partly to the rapid expansion of the boundaries circulation of American culture is heavily dependent on
of content production. Most of the traditional media its chips, blockbusters, and French fries, which are based
content comes from traditional disciplines, research, on the products, marketing, and industrial mechanism
and teaching institutions, but the form of disciplines and functions. Therefore, it is clear that artistic consumption
teaching and research institutes have undergone major is not only about meeting material needs, but it is also
changes since the New Period. In terms of art education, an effective way to achieve cultural dissemination, build
more emphasis was given to art courses in the strictest cultural confidence, and demonstrate cultural values.
sense. Today, art management and economy programs, Therefore, it is vital to understand and recognize the
including art business, art market, art industry, art finance, importance of media integration and mass communication
art technology, and the like are more focused on, which during artistic consumption. Especially in the new age of
has formed the content basis of art communication media. consumption, Chinese art market, art industry and art
At the same time, teaching and research institutes, which products are in urgent need of empowerment by cultural
prioritized teaching and research, are transforming into a dissemination. Moreover, the general public needs art in
functional system that leverages enterprises, universities, their daily life to cultivate aesthetic taste. Consumption
research institutes, and end-users. has thus become an important front for the dissemination

Volume 1 Issue 1 (2023) 3 https://doi.org/10.36922/ac.v1i1.254