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Interventional Media Production of "Picture Magazine"——The Second Issue of "Non-academic Art Forum" Was Successfully Held

At 6:30 pm on November 12, 2020, the second phase of the "Non-academic Art Forum" jointly organized by the School of Fine Arts and the Art Center of Nanjing Normal University was held at 103 Xuezheng Building, Xianlin Campus. This lecture was lectured by Meng Yao (art media person and editor-in-chief of "Picture" magazine). The topic was "Picture" magazine's interventional media production. It was hosted by Teacher Li Xiao and was present Teacher Feng Baifan.

Meng Yao is an art media person, born in Anhui in 1982. In 2010, he graduated from the School of Fine Arts, Nanjing University of the Arts. Now he works in the "Pictures" magazine of Jiangsu Phoenix Fine Arts Publishing House and is the editor-in-chief of "Pictures" magazine. Has long been engaged in art media and art publishing. He has curated "Non-academy: Three Modes of Contemporary Art Education", "Art Book Fair and Independent Publishing", "Public Education: Art Museum and Public Space in Society", "Try not to talk about art", "Virtual "The Reality", "Seven Prejudices: Artists Paint Artists", "On Screen" and many other in-depth topics specific to the art industry. In 2019, he initiated and planned the "45th Anniversary Cover Project of "Picture Magazine"" to explore the new possibilities of art media production.

At the beginning of the lecture, the editor-in-chief Meng Yao first introduced the history and positioning of the magazine "Pictures": "Pictures" magazine was founded in 1974. It is a long-term dedicated to introducing new artistic ideas, disseminating new artistic concepts and promoting the art industry Professional art magazine for ecological development.

Then the editor-in-chief Meng Yao proposed the theme of this lecture-"Interventional Media Production", which is a process of "intervention-cooperation-creation". "Interventional media production" is a systematic work method explored and summed up in the practice of content production by "Picture Magazine" in recent years. It is different from media production in the general sense and emphasizes one This is the idea of intervening in advance, cooperating simultaneously and creating together. In his opinion, how to choose a way that can give full play to the professional and resource advantages of “Picture Magazine” according to the rhythm and media attributes of its own content production, and make recognizable and differentiated content, is what this professional art media book of 46 ages of publication has for its existance.

Mr. Meng Yao specifically mentioned the importance of understanding the art world from the perspective of "industry ecology": Observing and thinking about changes in the art scene from an overall industry dimension. In this lecture, Mr. Meng Yao focused on sharing the content planning and editing ideas of the three sections of "Picture Magazine" magazine, including special articles, cover plans and columns. He also combined specific content cases in the past two years to review the detailed process of planning, drafting, editing and other related content at that time.When introducing the "feature", Mr. Meng shared the cases of "Big Fitness", "Return to Hometown" in Xishuangbanna, "24-Hour Art Museum", "Polyphony" Southeast Asia", and "The Birth of an Art Museum". He talked about how the "Picture" magazine discussed the way of content presentation with the curator and the director of the art museum when the exhibition and art activities were initiated and incubated. And how to organize and transform content from the perspective of professional art media, and at the same time disseminate the key and core value appeals and concepts in exhibitions and art activities to the public. Mr. Meng also pointed out that the art ecology is complex and multi-layered, and it is not as simple as it seems on the surface. "Pictures" magazine hopes to provide a perspective from within the industry, observe the changes in the artistic ecological environment in a deeply structured way, and present the results of this observation and thinking to readers.

When talking about the annual art project "The Cover Project of the Art Magazine", Mr. Meng emphasized that this art project is a creative collaboration between an art media and an artist. "Picture" magazine invites an artist every month, and asks the artist to respond to the annual proposition of the cover plan in the form of text and visual expression. The game rule of this project is: the artist must create new works specifically for the proposition each year, so it is unique. Through the most direct and conspicuous entrance of the cover, the "Picture Magazine" Cover Project on the one hand presents the artists' creative ideas and their thinking about contemporary art, on the other hand, it is also a form of "Picture Magazine" recommending outstanding artists. This project itself is also intrusive and systematic. It not only has the content of the paper publications, but also forms an exhibition in the space, and will also have the editing and recording of art publications. Mr. Meng pointed out that the purpose of "interventional media production" is to carry out multi-level intervention to stimulate more possibilities. At the same time, this is also an innovative practice method adopted by a media company in the face of an increasingly complex media communication environment.

In the second half of the lecture, the editor-in-chief Meng Yao asked, what exactly is "Picture Magazine" doing? He summarized four points: 1. Become an art "slow" media in an environment of information explosion and overload; 2. Focus on the ecological development of the art industry and make content that can inspire artistic thinking and promote cognitive upgrading; 3. Reject Art that sticks to the rules, opposes closed and rigid professional perspectives; fourth, embrace diversity, strengthen public awareness, and focus on exploring art that transcends "standards" and deviates from "standards".

At the end of the lecture, the serious lecture turned into a relaxed dialogue meeting. Teacher Li Xiao compared the Mr. Meng to an art creator and asked the question: media is more like a media of communication or a kind of artistic creation, what is the function of media?Mr. Meng responded with "de-standardization" and innovative media. In the conversation, Teacher Feng Baifan believed that there are two types of knowledge, one is written in books, and the other comes from industry practical experience. The latter is more worthy of attention than the former. The collision of thinking between the three teachers and the students present has aroused excellent responses. It has also triggered more thinking about the art industry and personal development. This "non-academic art forum" ended successfully in a relaxed and happy atmosphere.