The study of the phenomenon of the spread of modern Chinese painting through electronic media

Yan' Zhui PhD in Art History Postgraduate Student, Department of Theory and History of Art, Moscow Pedagogical State University 109052, Russia, Moscow, Ryazan str., 9 yanrui@bk.ru Other publications by this author

1. The need for updating the means of communication (Traditional methods of communication and updating the media)Scientific and technological progress has brought with it the most obvious fact of the spread of modern Chinese painting through the media.

According to the Canadian scientist Marshall McLuhan, socio-cultural exchanges and communication can be divided into three stages of evolution: the first stage — from primitive society to about the 16th century, in which socio-cultural exchanges were mainly carried out in the form of personal conversations; The second stage, covering the period from the XVI to the XX century, contributed to socio-cultural The third stage is the XXI century, which society is currently experiencing, when electronic mass media become public, which entails global changes in the sphere of socio-cultural development.

Chinese painting readily accepts these cultural changes that are taking place with art all over the world. The emergence of countless new technologies is involved in the creation and dissemination of modern Chinese paintings. Thus, it can be seen that a symbolic space created by various media appears before the public. This raises the question of whether traditional means of communication should not be replaced by new media that are the product of progress. 1.1</span> Communication through personal communication and through the media</span>, history shows that the evolution of human society is inextricably linked with socio-cultural methods of information dissemination, through which one can consider the development and change of modern Chinese painting as a starting point.

Any form of communication and interaction through the media includes three main elements: sender, recipient and media. Any communication process must be initiated by the sender, and all information from the moment of its transmission to acceptance must be available in various forms, such as speech, sound, image, text or other digital forms.

The so-called "communication" should be based on mutual understanding between the subject (sender of information) and the object (recipient of information), where the goal is to effectively and correctly convey information to the recipient, so the method of transmission plays a very important role. Here it is worth conducting a detailed analysis of the media environment in which information is distributed.

The communication system of Chinese painting with society depends on the ways of information exchange. Its distribution is based on the means connecting the sender and the recipient. The ways of interacting with Chinese painting can be divided into two main forms: the first is face-to-face communication between the subject and the object; the second is the subject and the object that communicate through the media.

In ancient society, Chinese painting went through the first stage of information exchange, that is, the most traditional way of communication between two people: personal contact between the sender and the recipient. Verbal communication is an important feature at this stage, because due to the limited technical means at that time, the information communicated by both sides could not be recorded and transmitted over long distances. Consequently, the premise of this most traditional way of communication was that both the subject and the object appear at the same time in the same space. This method of communication is the most primitive.

The second and third stages of information exchange can be described as one-sided communication of a subject or object with the mass media, and these two stages differ only in the mass media themselves. Since the second stage, the way of communication, in which language was the dominant modality, has changed significantly. We found that both sides of the subject and the object do not need direct face-to-face communication, which means that communication can be carried out even when the two sides of the conversation are not in the same place. This became possible precisely because of the appearance of mass media, which exist regardless of the location of the communication participants. Canadian scientist Marshall McLuhan believes: "The media is an external extension of a person that allows us to look and listen, not limited only to our senses."^[1]

It is clear that the sender and recipient of the information have switched from direct verbal communication to communication through the media. For example, at the second stage of communication, with the advent of printing technology, printed Chinese paintings became one of the important substitutes for the originals. When a person flips through an album with the artist's works, the author himself is absent, and the image created by the author appears before the viewer, communicating with him for the author.

If the ancient society was limited by technical means, and the process of verbal face-to-face communication could not be permanent or last for a long time, then in the process of subject-object-media communication, new technologies can help information not to sink into oblivion. And even continuous communication is no longer a problem. In this regard, the current nature of verbal communication and its inherent features have been changed with the help of new media, so the form of communication has also shifted from direct communication to indirect. In modern society, technology has made a huge leap again, and society is entering the era of computerization of mass media, which allows you to get rid of the limitations associated with time, space, environment, and so on. All this means that humanity is on the verge of unprecedented changes.

It is not surprising that Western developed countries have long entered the era of electronic mass media, and China in the XXI century has fully opened up opportunities for communication through the media, so the use of electronic media can be considered as a new reality. Electronic equipment with Internet access has become indispensable in work and everyday life. Televisions, computers, mobile phones, etc. play an important role in the cultural life of China. Therefore, it is not surprising that the exchange of information through the media has taken a dominant position in modern society.

These changes are closely related to the development of Chinese painting.  When we look at the computer screen or phone, looking at Chinese painting, both the appearance and the inner strength inherent in the work of the author are distorted. Therefore, we could conduct a detailed comparison and study of traditional and modern communication methods.

1.2 Rethinking communication and communication The most significant difference between personal communication and communication with people through the media is that personal contact is a discursive activity between a subject and an object that takes place in a certain place.

Both sides are in the process of interaction and create an active and effective communication, thus, the participants of the dialogue control its course. On the contrary, in the conditions of media communication, the ultimate goal of the sender of information is the recipient of information, but for its transmission it is necessary to use an intermediary, which is the media. The accuracy, efficiency and manageability of such communication are not completely controlled by "people", but largely depend on the effective work of the media.

First of all, we can understand traditional personal communication as a process of two-way interaction, where there is a possibility of exchanging the roles of subject and object. The sender of information, transmitting a message, puts a certain meaning into it, which the recipient ponders during the conversation and formulates an answer, voicing which, he turns into the sender of information. The exchange of opinions in the process of communication is an active communication. Therefore, the subject and the object are relatively unrestrained in personal communication, and a change of roles is not only possible, but also inevitable.

However, in a contact where the media acts as an intermediary, non-interactive unilateral information output and its passive reception become the dominant forms of communication. British scientist Thompson, after his research, came to the following conclusion: "The development of media technology further enhances the spatial mediation of the results of social interaction. The mass media solve the problem of data transmission in space and time, but this is implemented in a specific way and allows for a number of misunderstandings between the object and the subject. Since mass communication leads to a significant gap between the meaning that the sender puts in and what reaches the recipient, we can describe such interaction as "mediated quasi-interaction". The interaction of transmission is completely one-sided, communication between the recipient and the sender of information is very limited, and this type of communication is "quasi-interactive".^[2]It is obvious that in conditions when the sender of information transmits a message using certain means, the recipient of information is not in the same place, therefore such interaction is called one-sided, and the relationship between the subject and the object is non-interactive.

Although the recipient can respond to the sender, such a process is clearly inferior in the speed of communication to a normal dialogue and does not guarantee that the sender will receive feedback. Therefore, it is difficult to call this type of communication effective communication.

Secondly, in personal communication, since the subject and the object have complete freedom to choose the topic, and the roles of the sender and recipient of information can change places, the communication process depends on two people, so the content of the conversation can change, and topics often move from one to another, so the dialogue takes an unexpected direction. Such a conversation is always dynamic, and that's what makes people enjoy the conversation.

However, the bilateral symmetry of the dialogue cannot be ensured in the context of a conversation with the help of mass media. The information is transmitted to the recipient unilaterally, which excludes the possibility of exchanging roles. The recipient interacts with the media, not with the author of the message,. Therefore, there can be no equal relationship between the subject and the object; the author does not see the recipient's reaction. British scientist Thompson calls this type of communication "quasi-interaction", that is, "virtual communication", in which both sides of the interaction are not in the same place of action, and feedback from the recipient will not have a direct impact on the sender of the information.

Thirdly, the mechanical transmission of the source information through the media weakens the emotional component laid down by the sender. Chinese painting is not only a way of communication, but also the transmission of feelings filled with spiritual content. An exchange of views is the participation of an interested subject and object in a dialogue. Each participant is a holistic and unique personality. During any dialogue, the sender of the message can not only integrate his own feelings, thoughts and interests into the communication process, but also individually interpret the answers received in order to move on to the next round of the dialogue. It is not difficult to discover that the topic and content of the conversation are always closely related to the cultural literacy of both sides and the era in which they live. Therefore, a personal dialogue can be carried out only in the form of a personal conversation.

However, the main form of communication in modern Chinese painting has changed to communication with the media, and the process of dialogue has ceased to exist. Most of what the public faces is a simulated situation that manifests itself in the process of processing and transmitting messages through the media, which greatly restricts the communication process. British media sociologist David Barrett in his book "Sociology of Media" noted: "Unlike our predecessors, our knowledge is not based on our direct experience. Our knowledge is mediated because we have to rely mainly on information provided by the media." ^[3] In the face of a large audience, the media must transmit a very wide range of information that is stylized and processed, which excludes the expression of personal opinions, but only displays facts, so the emotions of the senders are largely diminished and exclude the possibility of a lively dialogue.

2. Two sides of technology dependence Currently, society is facing a growing trend towards using mass media as a means of communication, which is an unavoidable reality.

It is rather one-sided to say that communication through the media has only negative sides. It has its advantages, which are worth noting (see Table 1. Comparison of personal communication and communication through the media).

Firstly, communication through the media has changed the situation when information cannot be fixed and stored for a long time. On the contrary, it has become possible to distribute data in large quantities and transmit them over long distances using modern technology. Despite the fact that personal communication is real and direct, it cannot begin until the subject and the object meet. The emergence of mass media solves this problem. Although the quality of communication is decreasing, the media removes the restriction on the presence of both sides of the conversation, which is a historic step forward in the issue of communication.

Secondly, information processed through the media can be disseminated on a large scale. The lack of personal communication becomes an advantage in communicating through the media. The peculiarities of face-to-face communication have caused the disadvantage that information must be distributed in a small area, which clearly does not correspond to the rapid development of modern society. Indirect communication can help to disseminate information more widely. For example, the Internet is a global communication system, so it can be called a world—wide public space in which works of art from around the world can communicate with each other. Network communication is not only a simple transfer of information, but also an increase in awareness of artistic culture and market circulation in different countries, which stimulates the development of cultural globalization. In this huge public sphere created by electronic media, any subject and object has the right to free access to information. A wide range of information dissemination is an undoubted objective reality, but the communication process does not have sufficient fundamentals.

Conclusion Communication through the media and the popularization of mass media are the main trends in the development of society.

We must effectively use scientific and technical means for our own purposes, but not replace live communication with them. The development of mass media should be considered as an addition to traditional methods of communication, and not set a goal to eliminate them. New technologies make it possible to interact between a subject and an object without their personal presence at a given time in one place. A conversation with the help of media has its drawbacks, but the effect of interaction quite close to the real can be achieved by creating certain conditions and involving the object and subject in this process. It is believed that in the future, progressive technologies can help us overcome the limitations of more communication and dissemination of information and bring "media quasi-interaction" closer to "real interaction".

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