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Opportunities and challenges of digital media art in the era of big data
To cite this article: Jie Li and Li Juan Yao 2021 J. Phys.: Conf. Ser. 1856 012030

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CNSSE 2021 IOP Publishing
Journal of Physics: Conference Series 1856 (2021) 012030 doi:10.1088/1742-6596/1856/1/012030

Opportunities and challenges of digital media art in the era of

big data

Jie Li1 *a, Li Juan Yao2b

1
College of Information Technology & art Design, Shandong Institute of Commerce
& Technology, JiNan, ShanDong, 250103, China
2
College of Information Technology & art Design, Shandong Institute of Commerce &
Technology, JiNan, ShanDong, 250103, China
a
[email protected]
b
[email protected]

Abstract. In the era of big data, science and technology continue to infiltrate into art, providing
more new means of expression for art, and expanding the performance space for digital media
art. The statistics and analysis of big data can also more clearly analyze the needs of users,
which is both an opportunity and a challenge for the development of digital media art.

1. Introduction
Digital media, in its traditional sense, refers to the digital forms of various media. With the continuous
development of digital technology, it integrates traditional broadcasting, computer and communication
fields. Marshall McLuhan said that media is information, and the progress of media technology plays
an important role in promoting social development. With the development of media technology, from
the single communication with mouth, ear and body as the media to the rapid replacement and
development of new media in the 5G era, digital media will turn from the communicator centered to
the audience centered, and become a multimedia information terminal integrating public
communication, information, service, cultural entertainment and communication. Its development is
no longer a matter of the Internet and it industry, but will become the driving force and indispensable
energy for the future development of the whole industry. The development of digital media has a
profound impact on the development of various fields by affecting consumer behavior. The consumer
industry, manufacturing industry and so on are strongly impacted by digital media.

2. Introduction to big data technology

With the advent of 5G era, including the faster development of semiconductor, communication,
artificial intelligence and other new technologies, faster computing speed, 5G technology's many
advantages make it in the field of digital media art will also get a broader development space.

2.1.Overview of big data

Big data, represented by cloud computing technology and data analysis technology, decomposes huge
data processing program into numerous small programs through network "cloud", and then processes
them by using the system composed of massive servers. At the same time, small programs are
analyzed to get the results and merge them. Through this technology, tens of thousands of data can be
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CNSSE 2021 IOP Publishing
Journal of Physics: Conference Series 1856 (2021) 012030 doi:10.1088/1742-6596/1856/1/012030

processed in a short time to achieve powerful network services. The implementation of big data is
inseparable from cloud computing technology. From a technical point of view, the implementation of
big data can not be processed by a single computer, so it must adopt a distributed architecture. Its
feature is distributed data mining for massive data. But it must rely on cloud computing distributed
processing, distributed database and cloud storage, virtualization technology.

2.2.Characteristics of big data

Big data analysis generally includes visualization analysis, data mining, predictive analysis, semantic
engine and data quality management. In his book the age of big data, Viktor Mayer Schonberger and
Kenneth Cukier mentioned the 5V characteristics of big data: volume, velocity, variety, value and
veracity. The strategic significance of big data technology is not to master huge data information, but
to professionally process these meaningful data. Through the processing and analysis of a large
number of complex data, it is conducive to quickly extract the value contained in the data, master the
basic laws of data, and more conducive to the development of information technology of related
industries.

Figure 1. 5V features of big data.

3. New opportunities for digital media industry in the era of big data
With the advent of 5G network era, science and technology continue to infiltrate into art, providing
more new means of expression for art, but also expanding the performance space for digital media art.
Tiktok Kwai, for example, has provided a good user experience for the rapid development of live
streaming and short video. These digital media platforms have become a pastime for mass
entertainment, such as 5G, which is familiar with the self media software. In the era of big data, larger
scale data and information storage can be realized, which not only reduces the loss of mobile devices,
but also promotes more interactive needs of users, and provides more possibilities for artistic creation.

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CNSSE 2021 IOP Publishing
Journal of Physics: Conference Series 1856 (2021) 012030 doi:10.1088/1742-6596/1856/1/012030

In the context of artificial intelligence, the society has gradually entered a new era of digital media art
and technology.

Figure 2. The development of digital media under the background of data driven.
For the digital media industry, taking film and television production as an example, if we can
record, analyze and predict the massive viewing behavior of the audience based on the analysis of big
data in the script creation stage of a film, interpret the audience structure, clearly understand the
audience's preferences, and satisfy the audience in their favor, the film and television script can be
transferred from "one-way output" to "one-way output" in the creation stage "Market oriented" change.
In terms of its communication mode, its operation mode has also changed from the traditional
single and fixed network operator to the multi terminal service operator. With the convenience and
popularization of mobile phones and other mobile terminals, users' appreciation or viewing of films is
not limited to the original terminal, but more diversified and fragmented, which requires that the
production mode in the communication process of the film and television industry should be changed
from the original one From producer centered to user centered, a large number of scattered users play
a leading role. By using the statistical and forecasting functions of big data, we can mine users' media
consumption behavior data, and analyze a large number of users' browsing behavior and reading data,
so as to form products that users are interested in, which can be more conducive for our art creators to
combine with users' needs In the process of artistic creation, operators can provide personalized
services based on this, optimize communication content and maintain user stickiness.
In the era of big data, it also provides more possibilities for the display of art. The rapid
development of VR virtual reality in recent years can bring new sensory experience to users. It
enriches people's sense world and spreads more artistic inspiration to people. For example, traditional
art exhibitions and high-cost art scene construction can be realized with the help of virtual reality
technology. On the one hand, it can break the geographical restrictions, and on the other hand, it will
bring different sensory expression to users. At present, many museums have adopted VR virtual reality
technology, and the exhibition functions cover the complete virtual roaming, human-computer
interaction, exhibition system and post exhibition In the future, getting experience is the main
development direction of digital media art. On the one hand, it is to improve users' real emotional
experience through intimate interactive devices.

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CNSSE 2021 IOP Publishing
Journal of Physics: Conference Series 1856 (2021) 012030 doi:10.1088/1742-6596/1856/1/012030

4. Challenges faced by digital media industry in the era of big data

There is no doubt that digital media art will usher in faster and more diversified development in the era
of big data, but there is no doubt that it also puts forward higher requirements for us, which are mainly
reflected in the following two aspects:
First, in the era of big data, users put forward higher requirements. With more data and resources,
users will have higher requirements for the sense of experience. Obtaining the sense of experience will
be the main development direction of digital media art, which undoubtedly puts forward higher
requirements for practitioners of digital media art. On the one hand, they need to continuously
improve the level of new technology, data processing and analysis ability; on the other hand, they need
to improve the quality of digital media art. In the era of big data, we need to change the form of artistic
expression, from the traditional single sensory communication to multi-dimensional immersion
experience.
Second, the rapid development of science and technology has broadened our media and accelerated
our communication speed. The whole fast-paced life has made the creation of art, news and works of
art more and more fast-paced. However, tracing back to the source, the reason why works of art can be
spread is inseparable from the power of culture. The expression of art needs the accumulation of
culture and needs to draw digital media art from culture. The traditional culture with national
characteristics is combined with digital media art to make the digital media art develop healthily.

5. Conclusion
The arrival of the era of big data will bring many changes to our life and study. For the digital media
art industry, there are both opportunities and challenges. However, it is undeniable that we should
seize the opportunities, conform to the characteristics of the era of big data, and better develop the
digital media art.

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