Journal of Interdisciplinary Studies in Communication and Media

Journal of Interdisciplinary Studies in Communication and Media

Studying the Influence of New Media on Video Art, Based on Marshall McLuhan's Tetrad Rules

Document Type : Research Paper

Authors
1 Assistant Professor, Department of photography, Faculty of Visual Arts, ART University of Isfahan, Isfahan, Iran(Corresponding Author)
2 M.A. in Visual Communication, Faculty of Visual Arts, ART University of Isfahan, Isfahan, Iran
10.22034/jiscm.2023.408137.1540
Abstract
One of the most important postmodern art trends is video art. From McLuhan's point of view, the expansion of any media has had consequences. In this research, we intend to investigate the visual, content and technical characteristics of video art with a descriptive-analytical study, to examine this media from the point of view of Marshall McLuhan - designer of the four media questions - and the influence of new media in this art that he proposed in his book. has done; let's find Tetrad is a means to examine the effects of any technology and media on the society along with dividing its works into four categories and displaying them simultaneously. The answer to these questions involves examining the effects of each technology and media on society and leads us to understand this media as much as possible. In this research, the theoretical aspects of library studies and document research have been investigated. Based on the tetrad rules presented by Marshall McLuhan to investigate the influence of media on each other, it was determined that new media such as writing, words, photos, comics, television, cinema, web, internet and digital platforms have effects on video art. Different from the outdated type, they have been reversed, restored and strengthened, and it can be said that video art is art; In addition to being influenced by various arts, especially modern arts, he was able to find his own form of expression along with this influence.
Keywords

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