On the morning of June 5th, Associate Researcher of China Communication University, master tutor, member of the responsible tutoring group, and Liu Jun, editor in charge of "Modern Communication", were invited to serve as the "Sound, Light and Color" series of the School of Journalism and Communication of Nanjing Normal University The lecturer of Cloud Lecture brought an online academic lecture entitled "Three New Phenomenon of Media Art Creation, Transmission and Acceptance in the Era of Media", Associate Professor Zou Ju, Associate Professor Zhang Xin, Department of Radio and Television, and more than 200 graduate students The students listened online, and the lecture was presided over by Associate Professor Zou Ju.
First of all, Teacher Liu Jun explained to everyone "what is the digital age and media art". Since social media represented by WeChat has intervened in people's lives on a large scale, each of us has been infiltrated into "two worlds, two lives, two survivals and two bodies". Teacher Liu Jun pointed out that this epidemic provides a rare opportunity for us to investigate the survival of the digital world. Because of the need for epidemic prevention, the physical living space has been shut down in a large area. In addition to satisfying people's self-sufficiency in obtaining information, the digital space can also satisfy the demands of spirit, development, socialization and vocalization to a certain extent. Through this extreme state, we can find that the digital media products not only meet our needs, but even become our survival needs. Teacher Liu Jun compared the past research on digital survival to a questionnaire, and pointed out that the epidemic situation let us know the reference answers to many questions, and also provided many presets for future virtual survival. Media art has gone through three stages of mechanical copying, electronic copying and digital copying, and has become an important source of people's aesthetic perception of the world. Media art is another art group different from traditional art. Regarding the concept of media art, Mr. Liu Jun gave an equation: Media art is equivalent to photography, film, radio and television, digital new media art and other forms, and pointed out that media art should also be packaged like traditional art. From the perspective of the ethnic group, the group has the characteristics of sharing technology, media and public participation. In this era of great integration of artistic elements, Teacher Liu Jun believes that the study of media art should try to break the limitation of sticking to the single art form and examine its integrity more. At the same time, he also warned students not to overestimate the boundaries of a single art while understanding different art forms, but to combine differently according to different goals.
Next, Mr. Liu Jun shared the changes in media art creation, communication and acceptance in the digital age with the participating teachers and students, and selected a typical case for explanation.
First, in terms of creation, logical reorganization is an important feature of media art creation in the digital age. Take short video as an example, pay special attention to the importance of secondary creation and drama. At present, the time limit for the dramatic tolerance of media art is getting lower and lower. For short videos, the audience's attention is only 3 to 5 seconds. In this era of massive information, if the creation of the work cannot catch the audience's attention and be seen, it can be said that it does not exist to some extent. Media art creation in this era should pay special attention to the dramatic release, bring the climax forward, and use the incentive events to "hook" the audience.
Secondly, in terms of communication, the spread of media art has been transformed into an infiltration push-diffusion, and has the following characteristics: information reception instead of seeking, public joy instead of solitude; people looking for information instead of information; people have limited attention, But the information is redundant. In response, Teacher Liu Jun pointed out that the spread of media art is no less than the creation of media art. After the creation is completed, the work of media art has just begun, so we must pay attention to communication. Nowadays, many media art creators devote nearly half of their energy to the communication of media art, and only devote 50 to 60 percent of their energy in content creation.
Thirdly, in terms of acceptance, there has been a collision between new and old cultures in media art in recent years. Take Station B, the "population of emerging humans" as an example, many popular content is very old topics and elements, such as ancient style and "I am relics in the Forbidden City." Culture has both negative and persistent characteristics, and young people in the Internet space are also rational. It is only necessary to provide professional materials to help them form rational judgments when creating art. In this era of media integration, we must pay special attention to the actual situation of young people's acceptance, especially their acceptance psychology.
Then, Mr. Liu Jun put forward the outlook for the future. Artificial intelligence and virtual reality will be involved in the creation of media arts in large areas, such as artificial intelligence screenwriters and virtual reality film and television dramas. This will subvert the traditional film and television narrative rules, which is a challenge. It is also a new possibility. The starting point of media art is closed, but the end point is open. Teacher Liu Jun hopes that the students should face the future with an open attitude instead of being a car.
At the end of the lecture, the teachers and students and Liu Jun discussed and exchanged on the topic of media art in the era of media. Associate Professor Zhang Xin summarized the lecture. She pointed out that Mr. Liu’s lecture was simple and comprehensive, combining theory and practice. Everyone can also experience the systematic nature of his research from Mr. Liu’s lecture. Associate Professor Zou Ju thanked Teacher Liu Jun. He pointed out that this lecture is also a unique experience in the survival of digital production. Hope that in the near future, Teacher Liu Jun will be able to visit Suiyuan and have in-depth face-to-face exchanges with students.