Infiltration between the Arts and the Media - Literature review Example

INFILTRATION BETWWEN THE ARTS AND THE MEDIA. Infiltration between the Arts and the Media Arts involve a diverse range of human activities and the products of those activities that usually require imaginative or technical skills. Art was very popular in the early days but in the last two decades, many changes have taken place in arts. This change is brought by the increased use of modern media. Recently, people are relying on more on the modern media for all kind of information. Modern media includes social media, the print media, and internet media (Garnham, 2005). The modern media has become the platform where people access all kind of information, entertainment, and communication. The current media is where marketers post their information about their products or services. Many people can access the information due to the increased use of smartphones and computers, which their use has increased in the recent times. Online information reaches many people of all age groups, and people rely much on that information (Sharma, 2002). On the other hand, print media has also flourished unlike in the ancient times where information and stories were carved on stones and temples through art. In the modern days, on written paperwork, referred to as the printed media. The print media are lightweight, portable publications printed on paper and circulated as physical copies for example magazines and newspapers (Kipphan, 2001). Arts administration must pay attention to the infiltration of media and arts. Media has significantly brought changes to arts. The media has made it possible for artists to reach more fans and get feedback from these fans. Communication has been enhanced, and the artists get to know what the fans want from him. The arts administration should pay attention as the media has made it possible for videos to be and reach the public through online. On the other hand, reaching the fans online has made the fans have a perception that art is free. The fans believe they are not supposed to pay for the services as they can access it from the internet (Carey, 1991). The arts administration needs to pay attention to the infiltration of media on arts as the media makes it possible for artists to get an increased market for their works. Media makes a world seem smaller as information on arts circulates all over the world at a go (Khang, Ki, & Ye, 2012). I addition, it is through the media where the public gets awareness of arts. The gained knowledge makes people understand the importance of arts and what it takes an artist to do it. People start appreciating arts and the artists, and this creates a positive effect on the artist, as the work will reach more fans (McVay, 2000). The arts administration must pay attention to the media infiltration on arts because of the convenience created by arts by the media. Through the media, people can access the work of an artist at any time or place, provided there is an internet connection. Due to the portability of the modern media inform of phones, magazines, or newspapers, it becomes convenient to access information on arts for the fans. This convenience promotes arts, as the number of people who can conveniently get the information is high (Carey, 1991). The expected trends I growth of the internet, as a medium of marketing are numerous. One of the expected trends is the rise of content marketing that predicts that the popularity of content marketing strategies will continue to increase. Marketers will abandon the traditional digital marketing tactics in favour of creating more relevant and inspiring content. Another expected trend in marketing is the blooming of marketing analytics. Marketers are already using dozens of analytic tools in order to see how customers with the products or services of their company. It is that there will be the automation of technologies being applied. Marketing data will become a crucial point in any marketing, and it will be faster for its acquisition. It is also predicted that that there will be more use of videos for marketing. Videos are perfect to show how a product or a service works something that is impossible to achieve by use of texts or images. Marketers are to better-personalized means, which implies to increased interaction between the users and the marketers. Personalized content that will be offered by companies will be able to increase the number of sales. Moreover, the cost of operation becomes lower, and users are inspired to stay longer on their websites. I addition, it will increase the customers satisfaction (Ayanso, 2014). Visual storytelling is expected to go will among marketers. Visual stories made for marketing purposes will be used to send a clear message about a brand to its consumer communities. Another trend expected is the allocation of more money in online adverts. The web is a place where many people spend their time during work time or their free time, giving marketers an excellent opportunity for reaching the targeted customers. Micro targeting is another trend expected to rise in marketing. Many people have access to various websites and leave behind a lot of data on the web for example face book or twitter. Accessibility to this information will give marketers a chance to target niche audiences’ sizes and targeted advertising more efficiently (Castro novo, & Huang, 2012). Another expected trend in marketing is going mobile all the way. The importance of mobile will grow in each aspect of a business, online marketing involved. Use of mobile devices among people is throughout the day thus this will allow marketers to target them during different day schedules either work time or free time and in a longer stretch of time. There are many possible impacts of trends of media in arts. The media can have effects on arts in three perspectives the first one being helping to bring fans to performances and artworks by matching art to people who are searching for arts. Through the media, the artist can reach more people and bring them to the venue where they are performing. The interested people will access information and know the exact location and the time the artist will be performing. The market of the artist increases by reaching more audiences. In addition, through the media, fans are brought to artworks by matching people who are looking for arts to it (Anderson, 2010). Media also gives organization tools to listen to the public and building awareness of arts. Through the media, the public learn more about arts, what art is all about, making them aware of it. This awareness created makes the public appreciates arts, as information is made available through the media where many people can access it. In addition, a channel is created where the public views, ideas or any other information on arts can be. Communication is between artists and the public; this makes it possible for the artist to satisfy the public following their views. Modern media also makes it possible for some art to exist which would not be possible without the media. For example, videos, this is made possible by the modern media. The media promotes creativity among the artists (De Vries, Gensler, & Leeflang, 2012). Conclusion The arts administration must pay attention to infiltration of media on arts as media connects arts to the public. It is through the media that artist reach more fans and communicate with the fans making it an interactive session. In addition, the arts can go global with media. Media is a platform that allows the artist to become more creative as there is a lot of information available on the web. The arts administration must pay attention to media on arts as media enhances some art that s not possible without it. For example video recording that has been embraced significantly n the modern time, we are in. Through the media, it is where people get all information as the accessibility to the web has increased due to the smart phones and computer. Media enhances communication, market, and the connection between artists and their fans thus the art administrators should consider it. References Anderson, E. (2010). Social media marketing: Game theory and the emergence of collaboration. Springer Science & Business Media. De Vries, L., Gensler, S., & Leeflang, P. S. (2012). Popularity of brand posts on brand fan pages: an investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83-91. Castronovo, C., & Huang, L. (2012). Social media in an alternative marketing communication model. Journal of Marketing Development and Competitiveness, 6(1), 117-134. Sharma, A. (2002). Trends in Internet-based business-to-business marketing. Industrial marketing management, 31(2), 77-84. Harris, C. (Ed.). (1999). Art and innovation: the Xerox PARC Artist-in-Residence program. MIT Press. Carey, J. W. (1991). McLuhan and Mumford: The roots of modern media analysis. Journal of Communication, 31(3), 162-178. Ayanso, A. (Ed.). (2014). Harnessing the Power of Social Media and Web Analytics. IGI Global. Khang, H., Ki, E. J., & Ye, L. (2012). Social media research in advertising, communication, marketing, and public relations, 1997–2010. Journalism & Mass Communication Quarterly, 89(2), 279-298. Kipphan, H. (Ed.). (2001). Handbook of print media: technologies and production methods. Springer Science & Business Media. Garnham, N. (2005). From cultural to creative industries: An analysis of the implications of the “creative industries” approach to arts and media policy making in the United Kingdom. International journal of cultural policy, 11(1), 15-29. McVay, M. (2000, April). SME Marketing Programs: Trends, Lessons Learned, and Challenges Identified from an Analysis Using the BDS Performance Measurement Framework. In International Conference, Hanoi, Vietnam (pp. 3-6). Read More