Author(s)

Yue Man ^1,2, Md Gapar Md Johar ²

Affiliation(s)

¹ Xi'an Academy of Fine Arts, Xi'an, Shaanxi, 710065, China
² Management and Science University, Shah Alam, Selangor Darul Ehsan, 40100, Malaysia

Corresponding Author

Yue Man

ABSTRACT

With the improvement of people's living standards, their consumption capacity is also increasing. In this context, more and more people choose to buy art as their spiritual and material sustenance. At the same time, people have more diversified pursuit of art. The new media has fast transmission, large information capacity and other characteristics, and can effectively meet the needs of the audience for information and products. However, in the current network environment, due to the lack of professionals or technical means, it is unable to achieve the "voice of emotion", which makes some works with high artistic quality lose their market competitiveness. AI (Artificial Intelligence) can better present works of art to the public, help consumers understand the story behind the works, stimulate audience interest and generate emotional resonance by analyzing and processing a large amount of data and then applying it to the field of art creation. This paper constructed a model based on emotion change by generating emotion vectors, which is convenient to depict the psychological state and aesthetic taste of artists and audience groups from different angles. Using the information gain theory, it calculates and designs a feedback mechanism for the relationship between individuals and groups, and calculates the emotional intensity value at different stages, providing users with more personalized services. This paper set up a comparative experiment between the traditional art communication method and the new media art communication path under AI technology. The results showed that the new media art communication under AI technology is more efficient, the audience is wider and more satisfied, and integrating AI into the creation of art works can improve the clarity of images by about 7.73%. AI has a significant role in promoting the development path of new media art communication.

KEYWORDS

Artificial Intelligence, New Media, Art Communication, Development Path, Emotional Intensity

CITE THIS PAPER

Yue Man, Md Gapar Md Johar, Evaluation on the Development Path of New Media Art Communication Based on Artificial Intelligence Technology. Media and Communication Research (2024) Vol. 5: 128-137. DOI: http://dx.doi.org/10.23977/mediacr.2024.050121.

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