Mabel E.

Gomez Martinez
11082185
Luis Eduardo Arteaga Romero
1102322

Activity 7
"Arts & Media"

According to our research and our personal opinions the mass media isn't massive anymore.
Nowadays the media is accessed by the user according to it's own needs: whenever,
wherever, and for any purpose not taking care to what the media says in other topics different
than the users ideals. His has become a waning to the artists which must be conscious about
how the public will react under the influence of the new media. The actual public is
multimedia, asynchronous, speedy, versatile and critic, all in one. So the artist must know the
contemporary public but also the creation method using new technology (video, audio,
interactivity, programming,etc…) to create new and interesting pieces that could reach and
gather the attention of the public but not forgetting about, or corrupting, the transmission of
his own personal thinking and message. Contradictory to what's said by Ortega we think that
the artists, although knowing the spectating of the public, must break the rules and not try to
accomplish their expectations but to move them from their common way of thinking and
create and transmit emotions.

Even though the relationship between art and mass media, including the actual scale
networks, have pointed a "before & after" not the art diffusion on the actual world. Alloway
says that the mass arts are a remarkable characteristic of the technology enhancements and
also a new way of representation of the industrial society which is still really true. What
might be called Kitsch by Greenberg could be called master piece by someone somewhere in
the world but to the easy sharing of the actual art market. A very good example we gather
during our research is the work of Tim Burton which can be called kitsch from the point of
view of an unexperienced user which only concur about the movie by itself, thinking its only
another Xmas movie for kids. But for and experienced eye it's a masterpiece on photography
due to it's impeccable color composition and the message that could be obtained on each
frame.

Alloway also says that the popularity of art in this industrial civilization (or that might be
called now internet civilization) is the consequence of its constant, violent and experimental
improvement. Even talking merely about this year we can found an increasing number of new
protects that promote the artistic creation, such as cinema, photography painting etc. Another
example is the "Museo del Prado" on Google Earth which allow us to explore the museum
and see each piece with a resolution of 14.000 million of pixels. Which we dare to say that
allow the virtual expectation to analyze with more detail the piece than the "real" visitors of
the museum. Just one of the tons of proofs that nowadays the arts has grown, as Alloway
mentions, from the sci-fi combined with the old fashion western movies to a continuum from
data to fantasy in which we can just get off of our sits and go to "eat an ice cream" and don't
lose even a second of the wonder that art offer us.

In David Riesman's words the mass media give the spectator a lesson on perpetual
assimilation, instruction in role taking, the use of new objects and the definition on changing
relationships. But how much does that characteristics of art have change. We can notice that
actually the art production is not matter of the artist itself. Such as the interesting case of the
new proposal of contemporary cinema with the calls to participate in crowd-sourcing movies
in which anyone with some coins on its pocket be co-producer on a film, such as the spanish
movie Cosmonauta. What we what to explain with this is that the canons of art have changed
but not been totally destroyed but modified by the requirements of the new media and the
new ways of distribution for itself since, as we said before, the user only consumes what the
need or what form the media. Making more difficult, or easy depending the point of view, to
generate protects that can cache the peoples attention in many different ways. Lacking of
veracity what Alloway affirms on its texts: " mass media complain of the hostility towards the
intellectuals and the lack of respect for the art expressed there, but the feeling is mutual. As
we say before the contemporary artist don't dismiss the importance of the public on its piece
but isn't aware of the needs of all the public but for its own that can be shared by certain
media users.

Mass media nowadays just the best way fro art born and dead. Technology has become a
fundamental base for the creation and distribution of art; from its applications to its huge
power of information gathering, every ability of mass media must be explored and developed
for art creation. A good example of this situation is the latest protect of Ridley Scott, Kevin
McDonald and YouTube: Life in a Day. Proyect that using the power of social networks
gathered 80,000 videos from people over 197 countries, showing just people on a common
day of their lives. No doubt that the power of the actual mass media even if the users just take
from them what the want to offer a positive and infinite possibility for the creation of art.

In conclusion actual mass media is closely related to art creation not only with its apportions
to new ways of art creation but also with the possibilities of diffusion of art not only regional
but world wide for every artist in this world. Not only those ones considered genius can be
part of the art market today. Everyone all over the world that want to share its work cows do
so using the media. Alloway would be really disappointed seeing this since he tried to
persuade people to think that art must be sawn on the peaceful harmony of a museum hale but
also agree with us that the culture is changing and we think that, that culture were the
academic character wont be seen anyone a that old Renaissance man and were the mass arts
wont be seen just as a bare reproduction but as real art is the actuality of the art and the
media.