MEDIA ART AS A FORM OF VISUAL COMMUNICATION

Abstract

The purpose of the article is to study media art from the point of view of using a combination of traditional design with modern technologies that use network resources. The research methodology is based on the principles of systematicity and an integrated approach. Methods of synthesis, comparison and generalization were applied, which allowed us to identify the features of new media in the design of visual communications. The development of science and technology provides the opportunity for a new form of visual communication, namely media art, which is created on the basis of a concept. The advantages and disadvantages of new media using visual communication design are highlighted. Traditional design tools, such as text, images, audio and others, are inherent in dynamic forms, which are the main constructive image in media art. Along with the widespread use of network technologies, photographic technologies, electronic information technologies and digital media technologies in design, visual image resources are actively developing. With the development of digital media technologies, visual communication design is rapidly developing. The rapid pace of people’s lives makes the current demand for various types of information constantly expand, and the original information expression can no longer meet people’s needs. Information needs, diversity and accessibility are people’s new requirements for information delivery. Under the influence of digital media, visual communication design has gained new opportunities, which has led to new changes. This article mainly analyzes the design of visual communication in the era of digital media. The scientific novelty lies in expanding the essence of media art in the context of visual communication design, which is based on the combination of traditional means with modern network resource technologies. The advantages of using new media to create visual images based on the concept are given.