The Liberation Of Substance

The adoption of new media is of great significance in the field of public art,especially popular art is also an active and practical field.Western artists have developed popular art into a cultural strategy making pure art participate in the consumption of popular culture immediately since the 1970s,especially after the 21st century.The reasons for artists' change actually are the deep influence of the consumer society and the consumption logic on the art production activities,as well as the strong attack of the popular culture on the art field.Pure art creation faces the deep dilemma,especially the arrival of the information age and the popularity of the we-media make culture and art become the objects of immediate consumption.However,artists are not afraid of reality and actively respond to the impact of immediate consumer culture,making artworks,even art creation be a part of material consumption and using we-media to create and spread."Rubber Duck",Florentijn Hofman's work in 2007 is a good example.The popular artistic characteristics of the work itself is undisputed,but the key is its formed art production process that is created and communicated through the we-media and its influence of communication effect on themass consumption.This process not only has the original value of the art,but also gives the art torealize commodity effect value in the social division of labor,making the artworks show the original display and collection value and also possess immediate consumption function.Victoria D.Alexander mentioned that art itself is a part to participate in the social division of labor in Art Sociology,then what will be found if we change the popular art from the "means"perspective into a necessary social consumption method?This paper discusses the popular art changes and creative direction under the contemporary context from the content,media,individual and form,and whether the we-media acting as an important way of art communication leads the art to participate in social division of labor and changes the value attribute of poplar art illustrated by the example of "Rubber Duck".