On Repositioning Of Animation Art Form In The New Media Era

As a kind of unique artistic form, animation art is an industry of double values, namely, cultural value and commercial value. In the wake of rapid development of new media, the animation art also changes accordingly to the transformation in mass media. Taking the animation art in the new media era as the research subject, and arming at the changes of animation art in this era, this paper analyzes the traditional animation art, new media, and the relation between the two, and studies changes of the animation art in the new media era in the content, form, communication mode, and audience group relying on the research results related to animation principle, art theory, morphology, psychology, communication, and sociology. Besides, the paper also takes a new look at the animation from a development prospective to explore the combining point of animation art and new media era, forecast the development trend of animation art in the new media era, and repositions the animation art in this era.Research methods adopted in this paper include documentary research, investigation, experimentation, interdisciplinary research, case study research, etc. The paper puts forward the view point that animation art in the new media era shall be repositioned, and summarizes the design principles of animation art in the new media era by integrating current situation of animation art development in the new media era. The principles are integration of technology and art, incarnation of communication and interaction, satisfaction of individuality and generality respectively. The paper analyzes and studies new characteristics of animation art in the new media era from such aspects as communication mode, audience group, content, form, etc., which is embodied respectively in diversification of communication mode, subdivision of audience group, pertinence of content and diversity of form. In addition, it organizes and conceives of traditional media animation art in content and form in order to meet needs of people's experience in the new media era. According to the paper, animation extension has been constantly expanding with the advantages of new media communication, and the animation art is bound to develop a wider audience group, increasingly diverse content and form. The existing animation art should make full use of new media and its characteristics to transform into an animation form with high pertinent content and more functions, and the burgeoning rise of new media will also bring vast development opportunities for animation industry in China.